The Art of Positioning

What if you could take your business and shake up how it's seen, inside-out to go from plateau to pop star?Beatrice Gutknecht (Brand Positioning Badass - Badassery by B), is on a mission to help you do that while avoiding dropping big bucks on harmful rebrands.The Art of Positioning podcast teaches you how to rewire operations around new positioning.The goal? Ready to implement tips, aka actionable ideas, shared by Beatrice and expert guests.Rebrands, fluffy words, and pictures can take a walk.Check your brand health today: www.badasserybyb.com/brand-health-auditLet’s freakin’ go!

The Art of Positioning is a business podcast hosted by Beatrice Gutknecht, with 55 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Beatrice Gutknecht hosts The Art of Positioning, a business show with 55 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #17

  Built Around One Brain: Avoid Team Burn Out | Alexis Frank & Mark Sones

  Jul 21, 20261h 14mS3

  Most businesses are built around one kind of brain. Usually yours as the founder, and then wonder why their top performers burn out, go silent, or check out while still technically doing their job. In this episode, we get into what happens when neurodivergent minds hit systems that were never built with them in mind, and what it takes to build a business that works for the humans inside it. We're joined by Alexis Frank, creator of Governance by Design, and Mark Sones, autistic ADHD leader turned neurodiversity consultant, to break down how hiring, leadership and processes change when you stop pretending everyone thinks the same. - Before repositioning, rebranding, or making ground-shaking changes with your business, if you don't understand what's performing well and what isn't, those changes won't work. Diagnose and fix the gaps in your brand today: http://badasserybyb.com/brand-health-audit - 04:15 Where Systems Break Down 07:17 Early Signs of Burnout 21:45 Getting Honest Feedback 27:42 Rethinking Hiring Interviews 34:11 Designing Better Assessments 38:48 Thinking Styles Fit 40:21 Safe Screening Questions 42:23 Gamify Applications 46:03 Founder Bottleneck Signs 51:23 Slow Down Handoffs - 5 episodes to binge on : ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Alex Smith ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Cam Varner ⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Repositioning to $10M⁠⁠⁠⁠⁠⁠ with Nicole Downer ⁠⁠⁠⁠⁠⁠⁠⁠Your Business Might Be Unsellable⁠⁠⁠⁠⁠⁠⁠⁠ with Allie Beckmann and Alexandria Seydel ⁠⁠⁠⁠⁠⁠Repositioning Without Losing Customers ⁠⁠⁠⁠⁠⁠ with Amy Heidersbach & Melissa Eaton - Reach out to guest speaker Alexis Frank: LinkedIn | Website | Instagram Reach out to guest speaker Mark Sones: ⁠ LinkedIn Follow Beatrice Gutknecht: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

  ListenShow Notes
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  Episode #16

  The Growth Move Tearing Your Business Apart | Amanda Green & John Hanrahan

  Jun 9, 20261h 16mS3

  Most businesses don't fall apart from bad decisions. They fall apart from good ones made too soon. A second brand. A new offer. Another location. It all looks like momentum until the original thing starts cracking with confused customers, divided staff, and a message that doesn't know what it's saying anymore. John Hanrahan, franchise strategist and the man who's 4x'd EBITDA on a multi-billion dollar automotive portfolio, and Amanda Green, award-winning journalist and newsroom systems builder, get into exactly where it breaks and what to do before it does. We cover: The first signs that show trouble (beyond financials) How internal communication become a public brand problem What it takes to keep things pulling in the same direction when scaling across offers, locations, or audiences. If you're sitting on a growth decision right now, this one's perfect timing. - Often, I see businesses hit a wall when it comes to their offerings and brands not complementing or building on each other to the point of brand cannibalization. So, The Brand Scaling Tool was born to find the best solution for your mix and goals. Get direction right up front based on where you're at today: https://www.badasserybyb.com/brand-scaling - 04:58 Why Businesses Add Too Fast 08:36 PR And Rebrand Band Aids 11:00 Early Warning Signs 13:15 Franchise Cracks And Economics 16:35 Internal Comms To Public Fallout 24:39 Rolling Out New Offers 30:03 Seasonal Push Planning 37:18 Tool Break And The Fix 38:25 Setting up your ‘Newsroom’ style Content Hub 40:07 Scaling Locations Playbook 45:38 Adding Services Risks 47:51 Training Systems Breakpoints 48:58 Editorial Meetings and getting Team Feedback 51:29 Surveys Versus Conversations 01:00:36 Adapting Brands in New Markets 01:03:49 Where Brands Resist Change 01:08:48 Your ‘Where To Start’ Audit - 5 episodes to binge on : ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Alex Smith ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Cam Varner ⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Repositioning to $10M⁠⁠⁠⁠⁠⁠ with Nicole Downer ⁠⁠⁠⁠⁠⁠⁠⁠Your Business Might Be Unsellable⁠⁠⁠⁠⁠⁠⁠⁠ with Allie Beckmann and Alexandria Seydel ⁠⁠⁠⁠⁠⁠Repositioning Without Losing Customers ⁠⁠⁠⁠⁠⁠ with Amy Heidersbach & Melissa Eaton - Reach out to guest speaker Amanda Green: LinkedIn | In Your Voice Media Works | Newsletter Reach out to guest speaker John Hanrahan: ⁠ LinkedIn Follow Beatrice Gutknecht: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

  ListenShow Notes
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  Episode #15

  Your Brand Isn't Confusing. You Are. | Emily McGregor & Rachel Lee

  May 26, 20261h 19mS3

  Your website gives off a feeling. Your brand has a story. But are they actually saying the same thing? In this Art of Positioning episode, we go at it from three angles: visuals, words, and strategy, with UX designer Rachel Lee and verbal identity specialist Emily McGregor. Real client stories, real gaps they've seen, and the tests you can run right now to find out if your brand is actually distinct or just looks that way from the inside. We cover why hiding behind credentials is repelling the exact clients you want, what happens when your personality and your website are total strangers to each other, why your 404 page and confirmation emails are doing more damage than you think, and how to figure out if your brand would still be recognizable with your name stripped out of it. - Often, I see businesses hit a wall when it comes to their offerings and brands not complementing or building on each other to the point of brand cannibalization. So, The Brand Scaling Tool was born to find the best solution for your mix and goals. Get direction right up front based on where you're at today: https://www.badasserybyb.com/brand-scaling - 03:57 Brand Story vs Website 06:55 Common Disconnect Patterns 15:40 Spotting Misalignment Fast 18:45 Messaging vs Visuals - The Correct Order 23:50 Going Too Zany 30:47 Visual Style Glue 35:35 Cheat Sheets That Work 43:51 Brand Style Guidelines 46:22 Micro Touchpoints Build Trust 53:15 Founder Led Brand Transition 56:52 Case Study Sports Bra Reposition 01:02:50 Quick Tests For Distinctiveness - 5 episodes to binge on : ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Alex Smith ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Cam Varner ⁠⁠⁠ ⁠⁠⁠⁠⁠Repositioning to $10M⁠⁠⁠⁠⁠ with Nicole Downer ⁠⁠⁠⁠⁠⁠⁠Your Business Might Be Unsellable⁠⁠⁠⁠⁠⁠⁠ with Allie Beckmann and Alexandria Seydel ⁠⁠⁠⁠⁠Repositioning Without Losing Customers ⁠⁠⁠⁠⁠ with Amy Heidersbach & Melissa Eaton - Reach out to guest speaker Emily McGregor: Penguin Cat Creative | Scrappy Ads.Io | McGregor.Cool | Instagram | LinkedIn Reach out to guest speaker Rachel Lee: LinkedIn | NeoGenesis | Rachel Lee Website | Instagram Follow Beatrice Gutknecht: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Your Podcast Sidekick⁠

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  Episode #14

  The $3M Wall | Dave Marciniak

  May 12, 202644 minS3

  Laid off in the middle of the 2008 crash with a day’s notice and no savings cushion, Dave Marciniak did the one thing he could not afford to do: he started again. That decision led him into landscaping, where he built a reputation for unusual work, the kind of projects that don’t just fill a garden, they change what people think is possible. But after 20 years, he hit the part of business no one likes to talk about: the point where being good at everything starts to work against you. So he shut Revolutionary Gardens down completely and started fresh with Landscape Design Lab, a fractional design advisory for landscapers who are tired of carrying the whole business on their backs. In this episode, Dave explains: How he shifted his messaging toward clients who actually value design Why so many landscape firms hit the same brutal wall around $3 million to $4 million How one client grew from $20K–$40K jobs to $200K–$400K projects after repositioning higher This one is for the owners who know they’ve outgrown the business they built, but haven’t figured out how to stop being trapped inside it. - Audit your brand performance: https://www.badasserybyb.com/brand-health-audit - 02:43 Laid Off to Launch 04:42 Design Rules and Weird Projects 07:07 Evolving Positioning and Ideal Clients 09:36 Scaling Past the Wall 19:15 Client Growth Case Study 22:14 Letting Go to Scale 28:53 Positioning Mistakes and Pipeline 33:39 Three Upmarket Moves - 5 episodes to binge on : ⁠⁠⁠⁠⁠⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Alex Smith ⁠⁠⁠⁠⁠⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Cam Varner ⁠⁠⁠ ⁠⁠⁠⁠Repositioning to $10M⁠⁠⁠⁠ with Nicole Downer ⁠⁠⁠⁠⁠⁠Your Business Might Be Unsellable⁠⁠⁠⁠⁠⁠ with Allie Beckmann and Alexandria Seydel ⁠⁠⁠⁠Repositioning Without Losing Customers ⁠⁠⁠⁠ with Amy Heidersbach & Melissa Eaton - Reach out to guest speaker Dave Marciniak: LinkedIn | Instagram | Website Follow Beatrice Gutknecht: ⁠⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠ Produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠Your Podcast Sidekick⁠

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  Episode #13

  Acquisitions Without Chaos | Wendy Murphy

  Apr 28, 20261h 16mS3

  Wendy Murphy, CEO of second‑generation Timber Tech Truss (started by her parents in 1980), shares what growth really looks like when you go from family-run to private equity-backed, and then acquire two businesses in 18 months. She shares why Timber Tech sold to align on a new direction, how the bolt‑on strategy led to buying a stair company and a prefab wall/framing company, and why “alignment” beats spreadsheets when picking acquisition targets. You’ll hear the unsexy stuff that makes or breaks integration: a 90‑day pause to build trust, audits (HR, safety, engagement), change management as an emotional process, ERP assumptions that don’t scale, and why messaging/brand continuity can lag behind ops—without confusing customers. - Audit your brand performance: https://www.badasserybyb.com/brand-health-audit - 04:18 Selling to Private Equity 08:09 Surprises in Due Diligence 17:28 Guiding Principles That Scale 22:37 90 Day Integration Playbook 34:17 Systems and Org Chart Lessons 41:05 Shiny Object Discipline 52:30 Conduct Versus Performance 56:12 KPIs and Development Hours 01:00:06 M&A Advice for Sellers 01:05:30 Earnouts And Deal Reality - 5 episodes to binge on : ⁠⁠⁠⁠⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Alex Smith ⁠⁠⁠⁠⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠⁠⁠⁠⁠ with Cam Varner ⁠⁠⁠ ⁠⁠⁠Repositioning to $10M⁠⁠⁠ with Nicole Downer ⁠⁠⁠⁠⁠Your Business Might Be Unsellable⁠⁠⁠⁠⁠ with Allie Beckmann and Alexandria Seydel ⁠⁠⁠Repositioning Without Losing Customers ⁠⁠⁠ with Amy Heidersbach & Melissa Eaton - Reach out to guest speaker Wendy Murphy: ⁠⁠ Wendy on LinkedIn ⁠ | ⁠ Timber Tech Group on LinkedIn | ⁠ Timber Tech Truss Follow Beatrice Gutknecht: ⁠⁠⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠ Produced by ⁠⁠⁠⁠⁠⁠⁠⁠Your Podcast Sidekick

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