When a coach or consultant tells me their positioning is fuzzy, they usually want to fix the words. A better tagline. A sharper sentence. A cleverer hook. That almost never works, because vague positioning isn't a writing problem. It's a customer-understanding gap. You can't describe who you help clearly when you're not yet clear on who they are. No amount of wordsmithing rescues a message you haven't earned by knowing the person on the other end. Positioning is an output of customer discovery, not a copywriting exercise. So when someone's stuck, I don't ask "what do you do?" That question sends people straight back into their own head — to titles, methods, and adjectives. I ask two different ones instead. Who is this actually for? Not a demographic. A person you could name, with a problem they'd describe in their own words. And what were they doing about it before they found you? The workarounds, the half-measures, the thing they already tried that didn't stick. That's where the real language lives — the words your best clients use for their own problem, before you dress them up. Answer those two honestly and the positioning tends to write itself. You stop reaching for clever and start repeating what you've actually heard. Evidence beats invention. A sentence built from a real client's words lands because someone already lived it. The clever version impresses you. The accurate version gets remembered by the person it's for. So here's the question I'd genuinely like you to answer: what's the one client you do your best work for — and what were they doing before they found you? #IndependentConsultant #Coaching #Positioning #CustomerDiscovery #IdealClient