The common confusion about positioning is the uniqueness of the business. For example, the first company to develop a particular idea, the #1 in the industry, or the only business offering this service or product.
A help positioning goes beyond that. Instead of focusing on what’s unique about the business, it is about putting it on a map with an axis to help us and the people we serve understand the terrain.
With constraints, we have an axis to draw the map. Using a service business as an example, the price range (high and low) is one axis, while the service delivery model between high-touch and self-service can be another.
There are two ways to use this map. It reflects who we are today, but more importantly, it can guide us on who we want to become for the next few years.
