Now what is often interesting about writing a statement like this is not what you write down but what you have to give up. In the case of Verinata, there is nothing about it being the cheapest test. And in the case of HANA, there is a narrow focus on retailers even though we know there are many other applications for in-memory databases outside of retail. Wouldn’t it have been better in both cases to have included extra value statements for a bigger effect? The answer here is an emphatic no. Indeed, this is just what defeats most positioning efforts. Remember, the goal of positioning is to
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