Example draft — replace with real content in the admin.
The paragraph nobody reads
Every company has a positioning statement. Almost none of them are used by sales, product, or marketing to make a real decision. That is the tell.
What positioning actually is
Positioning is the argument for why a specific buyer, with a specific problem, should choose you over the specific alternative they are currently considering. If any of those three specifics is missing, it is not positioning — it is a mood board.
If your positioning cannot lose you a deal, it cannot win you one either.
Where to start
Write the sentence a customer would say to a peer to justify choosing you. If you cannot, that is the work.
#positioning#strategy
