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sense If not if the explanation becomes long, involved, or ingenious then very likely it is not obvious. For, to repeat, When you find the answer, it will be simple. 4. Does it explode in people s minds If, when you have presented your idea, outlined your solution to a problem, or explained your plan, project, or program, people say, Now why didn t we think of that before you can feel encouraged. For obvious ideas are very apt to produce this explosive mental reaction. 5. Is the time ripe Many ideas and plans are obvious in themselves, but just as obviously out of time. Checking the timeliness is often just as important as checking the idea or plan itself. A repositioning that s ahead of its time or after its time is a big problem.
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The answer was both simple and obvious when we were called in a few years ago to work with Orange Regional Medical Center in lower New York State. Today, Orange Regional is nationally recognized as a Thomson Reuters Top 100 hospital. But back then, research showed that it was underappreciated for the caliber of its physicians and the sophistication of its technology.
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It needed help in shaking off a nice little community hospital perception to compete with dozens of hospitals in its region. The obvious repositioning came from its own vision statement, which was widely circulated but underappreciated: To create a true regional healthcare enterprise that provides the highest level and broadest possible range of services that are sustainable in the community. Is that true we asked. The broadest possible range of services Indeed it was. (A spreadsheet tally of Orange Regional s services vs. competitors services proved the point that Orange Regional offered more.) No One Does More for Your Health was the repositioning that brought that idea to life. It differentiated the hospital. It gave consumers a simple, strong reason to choose it. It set a standard for how the hospital should continue to perform. This repositioning exploded in the minds of physicians, trustees, employees, and the community. Five years later, it continued to resonate with them. We think Mr. Updegraff would have approved. To give you a sense of just how obvious repositioning strategies are, let s visit some random marketing situations with some observations about what should be done.
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In the game of repositioning, beware of meaningless slogans. New Zealand s latest slogan promotes this country as the youngest country on earth. Now there s a silly idea when you consider that people want to see the old, not the new. What s painfully obvious is the physical beauty of this country. Since New Zealand has two islands, the way to dramatize this is to raise the question of which island is the most beautiful. The repositioning answer: New Zealand. The world s two most beautiful islands. If you ask anyone who has visited New Zealand about her view of the country, chances are you ll hear, It s beautiful. Nothing could be more obvious.
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While we are writing about countries, what do you do when you have a negative reputation Sri Lanka, with its highly publicized civil war, has what we call a badly damaged brand name. It s an anchor to the country s moving forward. This looks like a case for repositioning. Our recommendation would be to go back to the country s original name: Ceylon. This conjures up its romantic past. It is where the tea is grown. It s analogous to Leningrad going back to St. Petersburg.
REpositioning
This is an obvious idea that would be difficult to sell, as there is a lot of country ego in play. But it is how the country should be repositioned.
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