Positioning Tag

Imagine you’re rushing through a busy subway station. Your mind is preoccupied with work, meetings, or errands. Amid the chaos, you hear a violin playing—beautiful, but faint beneath the noise of the crowd. You barely notice it.

Now, consider this: You just walked past one of the greatest violinists in the world playing a $3.5 million Stradivarius violin.

This isn’t a hypothetical situation. It’s a real experiment conducted by The Washington Post in 2007.

What Really Happened?

On a chilly January morning, Joshua Bell, a Grammy Award-winning violinist, stood disguised as a street performer at the L’Enfant Plaza subway station in Washington, D.C. He played six classical masterpieces for 43 minutes—including the hauntingly beautiful Bach’s “Chaconne”, considered one of the most challenging and exquisite pieces ever composed.

Normally, Bell earns thousands of dollars per minute playing in the most prestigious concert halls, where tickets can cost over $100 per seat. But in the subway?
• 1,097 people passed by.
• Only 7 people stopped to listen for more than a minute.
• 27 people tossed coins totaling $32.17.
• No applause. No recognition.
• Just one person recognized him.

Joshua Bell was playing his heart out, delivering world-class performance for free, yet almost nobody cared.

Why? The Hidden Lessons About Value

This experiment teaches us something shocking yet incredibly powerful:

Value placed before the wrong audience generates no value at all. Here are the deeper lessons:
1. Value Without Context Is Ignored: Bell’s talent and the Stradivarius violin didn’t change. What changed was the context. Excellence placed before the wrong audience is easily dismissed.
2. Presentation Matters: In a concert hall, Bell’s performance is a complete experience—ambiance, acoustics, prestige. In the subway, he was just another busker. Packaging your value is just as important as the value itself.
3. People Are Influenced By Context: How something is presented affects how it’s perceived. In the subway, Bell lacked the visual signals of prestige. People value things differently based on environment and expectation.
4. Even the Best Can Be Overlooked: The world’s most talented people are sometimes ignored because their gifts are not properly presented or aligned with the right audience. Excellence alone is not enough.
5. Your Audience Matters: The subway crowd wasn’t there for classical music. They were rushing to work. A poor match between value and audience means even brilliance can go unnoticed. Always match your message to the right audience.
6. Price vs. Value: Bell’s performance at the subway was free, but that same performance in a concert hall costs hundreds of dollars. What you charge is often determined by how and where you present your value.
7. The Power of Branding and Environment: Brands are built on experience and perception. Bell’s talent remained the same, but his brand did not resonate in a busy subway. Your environment and audience determine how your value is perceived.
8. Excellence Needs Positioning: Bell’s performance was brilliant, but brilliance without proper positioning and marketing is often wasted.
It’s not enough to have value. It must be strategically positioned and presented.

The Big Takeaway

Many of us are like Joshua Bell playing his Stradivarius violin to the wrong audience. We have gifts, talents, ideas, and value to offer. But if we don’t package, present, and position that value before the right people, it will go unappreciated and under-rewarded.

Your value matters. But your audience and your presentation matter just as much.

Instead of trying harder, try smarter. Find your audience. Present your value in the right context. Package it with excellence.

What do you think? Could it be that you’re simply playing your masterpiece before the wrong audience?