Define the core elements of your position, so you occupy a clear, deliberate place in the customer's mind, and embed it consistently across the business.
A business that has not chosen a position is positioned by default, usually as a cheaper version of a competitor. The category, what you are, matters more than founders expect: it sets the frame customers compare you within, and the wrong frame makes you look expensive or irrelevant.
| Element | Your position |
|---|---|
| For whom (the target) | |
| What you are (category or frame of reference) | |
| The key benefit you deliver | |
| The reason to believe it |
For whom: small dental practices. What you are: not a consultant but a done-for-you compliance service. Key benefit: compliance handled, no evenings lost, no fines. Reason to believe: a named specialist who does only dental compliance and has never had a client fail an inspection.
Your answers stay in your browser on this page and are never sent anywhere. Positioning is built by consistency over time; a position stated once and contradicted everywhere else never takes hold.