Your position is informed by two things: where you stand in the competitive landscape and the direction you’re headed. It’s the claim you make about the value your company brings to the market.
- What or who is your competition?
- What’s your competition known for?
- What are you known for?
- What do you want to be known for?
- How do you close the gap?
Great companies have a powerful vision. Great brands have a powerful voice that makes the vision credible, relevant and memorable. If you want to stand out, you have to stand up—and tell people where you’re going to take them.