Behind The Positioning Statement

We examine our positioning statement, that was put in place two years ago, with an analytical eye.

We go behind the scenes with this short interview, discovering what makes up the pieces of our positioning statement and how it is propelling us into the future.

 

Has make nest always had a positioning statement?

PM: We had an intention and we had a business mission statement- but a positioning statement is a little bit different because it's intent is to help the consumer know what you're about, where as the mission statement can be sort of broader about what the business goals are.

Can you describe the journey for us about creating a statement for the business?

PM: Sure, so MakeNest has been evolving a lot in the time that we've been open, we've been open for about 15 years now, and in the last couple of years we have been focusing more on sort of defining exactly what we want to do and understanding our clients to a precise level. So design and home furnishings, custom furnishings and custom design, is at the heart of what our clients want from us, and it's the value we add. So in developing our positioning statement and refining the business in the last couple years, all of the intention has been about refining it so that the consumer knows very clearly what to expect when they work with MakeNest.

So was that when the most recent iteration of the positioning statement was established, in the last couple of years?  

PM: Yeah, in the last couple of years.

How has the positioning statement been used since its creation?

PM: Honestly the great thing about a positioning statement is that it communicates to your consumer what the business is about but it also becomes a litmus test against which you test every sort of journey you're about to go on  you know I have sort of an entrepreneurial spirit as well as a love for design and it's sort of fun to get carried away with ideas about changes you might want to do but when you run it through that sieve- that filter- does this match your positioning statement and what we know our clients want. That can become the point at which you realize it has value to go in this direction or it doesn't have value, and you can abandon it and put your energy into better places.

That's good. That's really good for the business in the future.

PM: Yeah absolutely.

So how closely does this positioning statement for MakeNest reflect your core values as a person?

PM: It reflects my core values a lot. The environment has always been important to me. I am of a generation that came of age when Earth Day, early 1990s there was a 20th anniversary- 25th anniversary of Earth Day- celebrities got on TV and talked about the environment. It was really an eye-opener for me and in all the years since, when I started in design, I realized that it's a industry that doesn't always hit that mark. You know, depending on the maker and the institutions there  are some that work really hard for sustainability and some do not. And so as I've evolved with the business I've tried to direct our intention to the makers that are doing the best they can for the environment. So, our sustainability part of our positioning statement is something that's very meaningful to me.