In a recent LinkedIn post, Sara Simmonds discusses a critical distinction that can significantly impact a business’s revenue: the difference between relying on credentials and mastering strategic positioning. Simmonds, drawing from her experiences as both a buyer and an observer, highlights how impressive qualifications alone are often insufficient to capture market attention and drive sales.
Simmonds recounts observing a consistent pattern where founders with significant credentials, such as an Ivy League MBA and years of industry experience, often underperform compared to newer entrepreneurs with fewer accolades. This disparity, she argues, is not due to a lack of talent or effort but rather a fundamental misunderstanding of how buyers engage with brands.
“The gap is NOT talent or work ethic or even product quality. It’s simply that the first founder is relying on credentials to do the work that only positioning can do.”
The Limits of Credentials
According to Simmonds, credentials serve a valuable purpose but have a limited scope. They effectively communicate a founder’s story and expertise to an audience that is already familiar with their field or industry. This internal audience understands the significance of an MBA from Harvard or an industry award.
However, as Simmonds points out, this audience is often already aware of the founder’s existence and the general landscape of their offerings. The challenge arises when trying to reach potential buyers who are not yet aware of the founder or their solutions.
Positioning: Reaching the Unaware Buyer
Simmonds emphasizes that effective positioning is the key to breaking through this awareness barrier. It’s about crafting a message and presence that resonates with buyers who may not even know they have a problem that needs solving, or that a solution like yours exists.
This strategic approach, Simmonds explains, creates a sense of discovery for the buyer. It makes them feel as though they have been actively seeking out the solution that is now being presented to them.
“Positioning reaches the buyers who do NOT yet know that you even exist in the first place. Now they feel like they’ve been looking for YOU.”
Simmonds elaborates on her personal experience as a buyer, noting how award-winning founders with excellent products remained invisible to her. Conversely, newer brands with less impressive offerings consistently captured her attention and business simply because of how they had positioned themselves.
“Awards go on your wall (useless). Positioning goes in your buyer’s mind (ideal).”
The Emotional Connection of Positioning
The impact of positioning, as Simmonds details, extends beyond mere visibility. It fosters an emotional connection that influences purchasing decisions. When a buyer feels that a brand or solution was made specifically for them, or that it directly addresses a need they hadn’t fully articulated, the likelihood of conversion increases significantly.
Simmonds argues that while credentials validate expertise within a known circle, positioning builds bridges to new markets and creates demand where none was previously apparent. This strategic advantage, she concludes, is far more potent than a list of past achievements when it comes to sustainable business growth.
For those seeking to understand their own strategic shortcomings, Simmonds offers a free scorecard to identify positioning gaps, available via a link in her original post.
📝 About This Content
This article is based on insights shared by Sara Simmonds on LinkedIn.
📅 Originally posted on March 26, 2026 | View original post on LinkedIn →