Professor Zhou pointed out that the power of the prospect’s mind drives the division of labor, while positioning stimulates resource allocation in an enterprise. While expanding the study of Positioning Theory, people started realizing the crucial importance of the prospect’s mind and shifting the main focus from internal operations to external perceptions. Professor Zhou also acknowledged the enormous potential of Chinese companies in the global market and encouraged entrepreneurs to take a step back and examine the bigger picture.
Delong Deng, the global president of T&P and chairman of T&P China, delivered the opening remarks by sharing The Principle of Positioning. He elaborated on Immanuel Kant’s transcendental philosophy from the perspective of not only philosophy, but through the lenses of physics, management, and the history of technology. Moreover, he also noted that the core determinant in business operations is to - “know what you are selling”. Deng said the answer to success is winning the prospect’s mind and making people realize your value in an overcommunicated society with jammed messages. To succeed, enterprises need to use “Outside-In” thinking and coordinate all the resources around their designated strategic positioning. In short, positioning not only drives strategy but also leads to sustainability, which will eventually benefit the company.
Raúl Peralba, our partner from Spain, and Eugene Kadushin, our partner from Russia, shared their experiences of how the Positioning Theory helped enterprises from Spain, Russia, and the UK, across different industries, including telecommunications, internet, finance, public administration and other fields.
