When you don’t own your positioning, you are putting your company at a competitive disadvantage. Talk to people—not just friends and family—who would be great prospects for your offering. Show them your product and explain what it does. Now ask them how they would describe what you do. Likewise, ask existing customers about your offering and see what they say. If you see a disconnect between how your happy customers think about your product and how prospects see it, you likely have a positioning problem.
