It’s my unyielding belief that a creative firm’s growth and success absolutely depend on positioning - the kind that’s narrow in scope and deep in expertise.

Check out the most profitable small creative companies and you’ll find this to be the case. Successful creative companies attract business from beyond their geographic location. As well, they can charge more for products and services, eliminate a lot of competition, implement more effective marketing programs and even increase the number of assignments they take on without the time-consuming pitch procedure. It all makes sense, doesn’t it?

So, why does positioning so often fail? Sometimes the reasons are obvious. It could be because your positioning isn’t unique or different enough. Maybe there’s no concrete evidence to back up the claim you make-or your claim is simply untrue. Perhaps the position you’ve taken is not sustainable over the long haul. If you specialize in marketing newspapers, for example, you might be in trouble in a few years.

There’s also a not-so-obvious reason that positioning can fail - your staff. If they don’t understand your positioning - if they don’t embrace and accept it - it won’t matter how well you carve your place in the world, build a website to reflect it and announce your intentions to everyone. If your staff isn’t on board, success will be difficult to achieve.

Here are four ways to ensure your positioning doesn’t fail from the inside:

The bottom line is this: If you can’t sell your own team on where your company stands, how can you sell others? Successful positioning really does begin at home.

Procrastination saps the energy of a workplace. Following one or more of the simple strategies above will help you and your company get more done in less time — with less stress. And once the work is done, there will be more time for ’Relaxed Procrastinators’ to have the fun they love.