The Positioning Brief

If they cannot tell you apart, they buy on price. When your buyer looks at you and the next three people who do what you do and cannot tell the difference, you have handed them one way to choose: who is cheaper. People who blur compete on price. People who stand out set it. Positioning is not louder marketing; it is a sharper identity: deciding, with purpose, who you are for, what you are against, and why it has to be you. The Positioning Brief walks you through five decisions: your who, your against, your only, your trade-off, and a positioning statement you can say in one breath. Every one of them leaves somebody out, and that is the point. If your positioning excludes nobody, it pulls in nobody. Stop being an option. Become the choice.