Sequencing a repositioning without stalling the pipeline

The order of operations matters more than the positioning itself. A working sequence, with the failure mode at each step.

Repositionings fail on sequencing far more often than on the strategy. The strategy is usually approximately right; it is introduced in an order that guarantees internal resistance and a two-quarter revenue dip nobody budgeted for.

Start with sales, not with the website. The people who will be asked to defend the new story to a sceptical buyer should hear it first, and should be allowed to break it. If it survives ten live calls it will survive a homepage.

Move to pricing second, while the new story is still fresh enough to justify it. Repositioning without a pricing change is decoration.

The website comes third, and it comes late, because it is the artefact everyone wants to start with and the one that teaches you the least.