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title: How to Position Your Company to Win Projects It Hasn't Won Yet
description: "For firms and manufacturers eyeing long-term growth: here's what New York's shifting design landscape means for your relevance, strategy, and market position."
---

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# **How to Position Your Company to Win Projects It Hasn't Won Yet**

They built the position first. Capability is rarely the barrier. Perception is. The market forms a view of what a firm or manufacturer is for before they get in the room to prove otherwise. The ones that successfully expand into new territory changed how the market saw them before the brief was ever written.

Join UpSpring CEO Tiffany Rafii and VP & Chief of Staff Caroline Schillaci as they share what it actually takes to close the gap between where a firm or manufacturer competes today and where it wants to compete next.

WEDNESDAY, JULY 29 | 12–1 PM ET | ZOOM

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- How to identify the perception gap between current positioning and target positioning
- What it takes to build credibility in a new space before the portfolio exists to prove it
- How marketing, PR, and thought leadership signal readiness before the RFP arrives

![Meet the Panel](https://info.weareupspring.com/hs-fs/hubfs/The%20Circle%200726/The%20Circle%200726%20Email%20Attachment%20(5x7%20in)%20(1).png?width=1500&height=1050&name=The%20Circle%200726%20Email%20Attachment%20(5x7%20in)%20(1).png "Meet the Panel")

![Gain insight into how the perception gap between current positioning and target positioning forms, and what it takes for firms and manufacturers to close it before the next opportunity is already decided.](https://info.weareupspring.com/hubfs/The%20Circle%200726/The%20Circle%200726%20Email%20Attachment%20(5x7%20in)-1.png "Gain insight into how the perception gap between current positioning and target positioning forms, and what it takes for firms and manufacturers to close it before the next opportunity is already decided.")

### The Circle | July 29, 2026 | Registration

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