It’s hard work to stand for something, stick with a strategy, and to be willing to send customers to someone else for help. Positioning is a service. It’s a beacon to your customers, patients, or constituents. It says, “If you’re looking for X, that’s what we have. On the other hand, plenty of people are looking for Y, and you’ll find that from our colleagues over there.” Positioning isn’t competitive. It’s the opposite. It turns your competitors into colleagues, folks who do something else for someone else. But positioning is also a move in a strategic game. When you put yourself over here
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