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. Bonus: There is usually space to outdo a competitor at what they have chosen to do. You can say that your scarves are more exclusive, expensive, and luxurious than the ones at Hermès, especially if you can back it up. Moving your competition to the
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