{"id":42819,"date":"2026-10-15T13:29:17","date_gmt":"2026-10-15T13:29:17","guid":{"rendered":"https:\/\/www.open-up.ch\/?p=42819"},"modified":"2026-10-15T13:32:43","modified_gmt":"2026-10-15T13:32:43","slug":"its-not-about-being-the-best-its-about-being-the-right-fit","status":"publish","type":"post","link":"https:\/\/www.open-up.ch\/en\/its-not-about-being-the-best-its-about-being-the-right-fit\/","title":{"rendered":"It\u2019s not about being the best \u2013 it\u2019s about being the right fit"},"content":{"rendered":"\t\t
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15.10.2026 |<\/p>

It\u2019s not about being the best \u2013 it\u2019s about being the right fit<\/strong><\/h2>

If you want to be the best for everyone, you have to be prepared to be compared with everyone else. But if you want to be the right choice for your target audience, you need to understand what they really need.\u00a0 Effective corporate positioning happens when a company\u2019s strengths meet the specific needs of its target groups.<\/strong><\/p>

\u201cI didn\u2019t select the best players; I took the right ones with me,\u201d said Austria\u2019s national football coach Josef Hickersberger in the run-up to the 2008 UEFA European Football Championship. Given that Austria was eliminated in the group stage, it\u2019s debatable whether he truly did pick the right players. Nevertheless, his thought process was interesting: it is not just individual ability that is decisive, but also how well someone is suited to a particular task.<\/p>

Excellence alone is not enough<\/strong><\/p>

I\u2019ve lost count of the number of times I\u2019ve read press releases in which companies call themselves \u201cmarket leaders\u201d or \u201cleading providers\u201d in their field, often accompanied by a generous helping of other superlatives. They grow the fastest, are the most innovative and have the best products. Some of these claims may even be true. But they lose credibility when they pop up in every company\u2019s press release.<\/p>

And even bona fide excellence is not enough to establish a strong market position. Even if it is true that a company is the best in its sector, this doesn\u2019t automatically make it relevant to its target audience. Good positioning can only be ensured when a company\u2019s strengths meet the specific needs of its target group.<\/p>

Identifying strengths<\/strong><\/p>

Sometimes these strengths are obvious. Other times, they are harder to spot. They might be found in the company\u2019s history, its location or its people. They can even be found in apparent weaknesses. For example, a small destination may not be able to compete with Switzerland\u2019s major tourist centres, but that is precisely what makes it stand out to people seeking peace and tranquillity. For a management consultancy firm, the answer might be to specialise in a particular sector instead of fighting a losing battle for clients against the Big Four. And a CEO doesn\u2019t have to put on a show if their strengths lie in being down-to-earth and more on the reflective side.<\/p>

So the key question is not whether a company is better than all its competitors, but who it is the better choice for. The role of communications is to identify the strengths and USPs of companies, make them visible and align them with the needs of the company\u2019s target groups.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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About the author
<\/strong>As a communications consultant, Maximilian Schenner helps organisations make a more convincing impression in the public eye than the footballers from his home country.<\/p>

\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

If you want to be the best for everyone, you have to be prepared to be compared with everyone else. But if you want to be the right choice for your target audience, you need to understand what they really need. <\/p>\n","protected":false},"author":10,"featured_media":42813,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[100,221],"tags":[],"class_list":["post-42819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-views","category-points-de-vue"],"acf":[],"yoast_head":"\nIt\u2019s not about being the best \u2013 it\u2019s about being the right fit - open up<\/title>\n<meta name=\"description\" content=\"If you want to be the best for everyone, you have to be prepared to be compared with everyone else. 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