“Positioning is how you tell the story of your company. Think of it as script. It’s how you talk about your company in a way that is compelling, authentic, and people will care. It is a very structured story flow that starts with your audience, your customers, your prospects. It starts with them, their needs, and the pressures going on in their companies and their market. It talks about their challenges, flows through and frames what is the ideal, what would their nirvana product or nirvana world look like? And it’s really just taking them through a journey, where the answer at the very end might be, “Hey, we do solve that problem and we solve it magically.” But the positioning is all about them, and teeing up that story in a structured way. So, it’s a foundational piece of building a company.”

[See article for deep dive]

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