For Fractionals – Positioning Isn't a Trap, It's a Tool

20 hours ago 3

Look, I don’t care if you call it a client avatar, an ideal client profile (ICP), or a laser-focused positioning statement (LFPS). The name doesn’t matter. What matters is that you’re clear about who you’re trying to help - and how.

I get it. Niching down feels scary. Like you’re closing doors. Like you’re cutting yourself off from opportunity.

But it’s not a trap. It’s not a marriage. It’s a marketing tool.
You’re not committing for life - you’re picking a place to start. Something to aim with. Something to test.

When was the last time you searched LinkedIn for buyers?

What were your search terms? “Looking for fractional CTO”? “CEO”?

How’d that work out?

Positioning lets you focus, speak directly to real problems, and actually stand out.

What Positioning Actually Does

Positioning isn’t about limiting yourself. It’s about focus. It’s a filter that makes everything else easier:

Your sales page? It speaks directly to your people.
Content creation? You know exactly what to write about.
Networking? You can quickly explain who you work with and how you help.
Searching for leads? Instead of “CEOs,” you’re looking for “CEO travel software.”

The Real Benefit

But here’s the real magic: it triggers what Jonathan Stark calls “rolodex moments.”

At Monday’s open coffee, I asked who knew someone in the horse training business. Every hand shot up. Even if they didn’t know a trainer directly, they knew someone who did.

That’s the power of clear positioning. It makes it dead easy for people to refer you.

How to Get Started

Start by working through these questions:

Is there anything in your background - companies you’ve worked for - that you already have experience with?
If you think about your network (not just LinkedIn), where’s the most overlap?
Who would you feel most comfortable reaching out to?
Is there an industry you actually like?
Do you have a friend in that space who can make introductions?

Now you’ve got a list. Great. But how do you pick?

You don’t have to love it. You just have to like it enough to get curious and have a few conversations.

If it’s something you’re curious about and you can get conversations, that’s a great starting point.

Not getting any bites? Switch it up - this isn’t a prescription. You’re just looking for signal, not perfection.

If you’re running more than one experiment, be aware: it’s a pain. Splitting your focus makes everything harder. I recommend picking one at a time if you want real momentum (and don’t want to lose your mind).

But if you do start to feel traction - even a little - stick with it for a while. These things take time. If you switch too soon, you’re always starting over. Let it play out. If it feels like it’s going nowhere, move on.

Treat it like an experiment:

Pick one.
Spend two weeks trying to get 10 conversations.
That’s how you test whether it works.

Then ask everyone you’ve worked with:

“Do you know anybody in [target industry]?”

Be specific when asking - trigger that Rolodex moment. You’re not asking to sell to them - just for an introduction. Use networking to extend your network into a space, not just to “stay top of mind.”

Now go do a listening tour. Talk to people in the spaces you’re exploring. Your goal is conversations, not leads.

Don’t be afraid to pick a niche. It’s a marketing filter, not a life sentence. Targeting doesn’t exclude inbound work from outside the niche - it just gives you traction.

You’re trying to trigger:

“Oh, I know someone who does that.”

Not:

“I think I vaguely remember what you do.”

Writing a Positioning Statement

Now, let’s talk about your positioning statement. It’s not a tagline - it’s a tool for you. It guides everything: your content, your networking, where you show up.

Let’s say instead of saying:

“I’m a fractional CTO”

You start with:

“I help early-stage SaaS companies in the travel industry streamline their infrastructure and prepare for rapid scaling.”

It’s a start. But it’s soggy. After some time in the market, you might sharpen it to:

“I help travel tech startups reduce infrastructure costs by 30% within 90 days of rapid scaling.”

That’s specific. Measurable. Easier to refer.

Say It in Their Language

But here’s the key: tailor how you say it based on who you’re talking to. Not everyone knows what “infrastructure” means.

To tech folks: “Know any travel startups struggling with infrastructure costs as they scale?”
To business people: “Know any growing travel booking companies worried about tech expenses?”
To your neighbor: “I help travel websites keep their tech costs down as they grow.”

Same offer. Different words.

It’s a Tool, Not a Trap

You don’t have to get it perfect. You just need something clear enough for someone else to remember. And repeat.

Start soggy. Refine as you go. You’re testing. Not branding.

Ready to try a different audience? That’s fine. You’re not stuck with it. It’s for now, not forever.

Positioning is how you focus your energy where it’ll matter most. It’s a wedge. A filter. A way to make everything else simpler.

Not a prison sentence. Just a tool.

Want help sorting through it? I’m not a positioning expert. But I can help you figure out why it matters, what to watch for, and what to do next - and I’m happy to point you toward folks who go deeper.