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Lessons from Les Misérables for better business positioning

24 August 2026 · 21 views · 0 likes · 0 reposts · 151 blog views

branding marketing positioning product productivity trust

I’m continuing the previous post and sharing the insights I got from a classic book Les Misérables. And I’ll try explain why classics are… well, classic.

The Bishop changes Valjean by giving him a new identity to live up to. What did I think we learn? Sell transformation, not the product. Compare: “here is what our software does” vs. "here is what your company can become after this problem is solved". The difference is huge.

Hugo constantly uses opposites. Valjean vs. Javert, mercy vs. punishment. Your strongest persuasion tool is contrast. Business positioning can be used the same way:

  • slow legacy system vs. modern scalable system
  • selling hours vs. selling outcomes
  • old way vs. new way
  • manual vs. automated

Javert can’t accept Valjean because the fact contradicts his entire mental model. Customers behave similarly. If their model is "outsourcing is risky", giving them a dozen technical arguments won’t work anyway. You first need to change their underlying frame. I’d say you should earn the credit. We usually start with a small, bounded problem - taking responsibility for the outcome, and, yes, putting some skin in the game. 🫡 like fixed-price discovery, warranty period, free remediation, etc.

And last but not least: the Bishop gives Valjean something before Valjean deserves it. Trust creates reciprocity. In business, giving real value before asking for commitment - an audit, prototype, benchmark, or a specific, useful recommendation - does the trick. If it’s done well, it changes the relationship from seller/buyer to advisor/client.

Lessons from Les Misérables for better business positioning

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