Someone who buys a Ferrari or an Android phone or a stinky bleu cheese isn’t stupid. They’ve simply made different choices than someone who buys an electric car, an iPhone, or a cashew-based cheddar. The magic of positioning is that it respectfully highlights what the choices might be. The extreme ends of each axis might not be something you would want, but it must be something some people would want. When you honestly and accurately position the competition, they cease to become your competition, because you sell something that they don’t sell.
