Most “positioning” dies as a clever sentence in a strategy deck. Real positioning is a decision: the territory you own, the trade-offs you accept, and the customers you’re willing to lose.

A position only works if it’s costly to copy and easy to recognise. If a competitor could put the same words on their wall, it isn’t a position — it’s a description.

We pressure-test positioning against three questions: is it true, is it ownable, and does it change what we make? If the answer to the last one is no, the strategy never left the page.