In several recent keynote talks with organizations, I have shared the simple “3D” test for keeping your organization relevant. It is a simple and easy to remember construct that you can apply to any organization to assess positioning in a competitive marketplace. We have been asked to share it in print, so here it goes.

The 3D’s of creating relevant positioning include:

Defendable: Are your marketing claims defendable? In other words, are they believable? Would others believe your claims of competencies, features, and benefits to be true? And, honestly, are they?
Desirable: Are your claims desirable by others? In other words, do people really want what you offer? And, is it really valuable to others?
Distinctive: Is what you are offering to the world truly unique? Are you the only one of a kind or can others get what you offer somewhere else at a lesser price or with fewer barriers to access?

The 3D test gets at the heart of organizational competencies, market desires, and competitive realities. Great organizations create positioning that meets all three dimensions. This ensures that they market within their competencies, offer things that people truly want, and develop products and services that have little competitive overlap.

Try the 3D test on for size for your organization. It may change not just the way in which your school or college develops promotional language, but also how it creates new programs and services.