Knowing your mission statement or your purpose isn’t enough. It’s all relative. What distinguishes you from the competition? Positioning is the place you sit in the market. Or more so, the place you occupy in people’s minds.
There are two aspects to positioning. What do you stand for and how you stand up against everyone else in the market. And knowing what you stand for offers a certain comfort of knowing your place in the world.
Look back on Apple versus PC commercials. There were a series of TV spots with hipster actor Justin Long, who always introduced himself with, “Hi. I’m an Apple”—in a side by side with everyman John Hodgeman, who introduced himself as a PC. The commercials were fun and entertaining but ...
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