The Currents Convergence Model
Landed in the Galapagos and can’t believe we made it
While sailing to the Galapagos, I wondered—what makes the marine life in this area so extraordinary? At first glance, it might seem like just another island group off a continent, but there’s so much more beneath the surface.
Brands thrive at the intersection of technology, customer needs and societal responsibility. Similarly, the Galapagos’ unique marine ecosystem was born from the convergence of three major ocean currents.
Like the Galapagos, successful brands can position their distinct brand and product ecosystem where powerful currents collide.
Let’s jump into it
Brand and product positioning isn’t about claiming a fixed spot in relation to other competitors. It’s about navigating to the right convergence of trends, needs and opportunities to create a thriving brand-product ecosystem.
Think of how Spotify positioned itself at the intersection of discoverability, personalisation and accessibility, or how Lego thrives where inventiveness, growth and creativity collided.
When red-footed boobies hitchhike to the Galapagos
Every business navigates its own, unique currents. Yet, many brands find themselves stuck in stagnant waters, clinging to outdated strategies or drifting aimlessly, reacting to new trends without a clear direction.
Unlike the Galapagos Islands where geography dictates position, you have the power to shift your stance in response to the current forces. The key is to harness their extraordinary, combined qualities.
A helpful resource
We often think of brand positioning as a balance between two key qualities, comparing how much or how little we offer relative to our competitors. I’ve relied on this model quite a bit, but let’s be honest: it has its limitations.
Instead, we should focus on the vibrant ecosystem our positioning creates, not just for our brand but also for our entire product portfolio. That’s why I developed the Currents Convergence Model.
Currents Convergence Model
The three major currents should reflect the brand’s unique perspective on Innovation, Connection and Commitment. For example, Patagonia exemplifies these currents with High-performance (Innovation), Exploration (Connection) and Stewardship (Commitment).
With every brand, it’s important to ask:
- What currents are shaping our brand right now?
- Are we using three unique currents to our advantage or fewer?
- Have some of these currents shifted since positioning our brand?
- What resources are needed to harness our optimal currents?
- Can we proactively adapt our strategy to leverage these currents?
Many businesses misinterpret the currents shaping their brand, leading to misaligned strategies and missed opportunities. Discovering your unique perspective on each is essential for brand-product alignment.
Currents can either propel us forward or pull us way off course. To progress, we must understand the forces at play and ensure our teams are aligned and equipped to navigate with confidence.
Identifying your converging currents creates not just a position, but a thriving ecosystem
And there’s more
✏️ Join: I’m pretty excited for my next webinar Brand vs Product: How of Fix the Costly Disconnect as it’s a topic that should be talked about more.
📚 Read: Meditations for Mortals is a February sort of read with a passage per day for four weeks to inspire.
🎧 Listen: Should you Retire Early and Live Outside your Home Country has some good points I’ve observed as well.
📍Visit: El Valle de Anton located in an inactive volcanic crater is a charming town and has good hikes around.