Clogged bags.
Weak suction.
Dust everywhere.

So he did what any reasonable person would do: he built 5,127 prototypes.

Yes, you read that right.

5,127.

This wasn’t just about making a better vacuum.

It was about redefining an entire industry.

And that, folks, is positioning in action.

Dyson didn’t just want to be another vacuum brand.

He positioned his company as a relentless innovator in household technology.

Most marketers will tell you positioning is about clever slogans or finding a niche market.

They’re wrong.

Positioning is the DNA of your business.

The atomic core.

The fundamental decision that shapes everything else.

For Dyson, that decision was clear: innovation at all costs.

This choice influenced everything:

Their product design?
Radically different.

Their hiring?
Engineers and problem-solvers.

Their marketing?
All about showcasing technology.

Dyson doesn’t just say they’re innovative.

They live and breathe it.

Remember those ads showing the vacuum’s clear canister?

That’s not just marketing.

It’s their innovation on display.

But here’s where it gets interesting.

Positioning isn’t just about what happens inside the company.

It’s also about what happens in your customer’s mind.

When you think Dyson, what comes to mind?

“Innovative,” “high-tech,” maybe even “expensive,” right?

That’s positioning at work, folks.

And this is where “your business is your brand” comes into play.

Every decision Dyson makes – from those 5,127 prototypes to their customer service – shapes how we see them.

Their business strategy (relentless innovation) becomes their brand (innovative products).

It’s two sides of the same coin.

Inside-out:

Dyson focuses on engineering breakthroughs.

Outside-in:

We see them as cutting-edge problem solvers.

See how that works?

Now, let me ask you something.

What are your 5,127 prototypes?

What are you willing to do over and over until you get it right?

If you can’t answer that, you might have a positioning problem.

In a nutshell.

Positioning is about making choices.

Hard choices.

You can’t be everything to everyone.

Dyson isn’t trying to be the cheapest vacuum out there.

They chose innovation.

And they stick to it.

In everything they do.

So, here’s your homework:

Take a hard look at your business.

Is your positioning as clear as Dyson’s?

Does it inform every decision you make?

If not, it’s time to realign your atomic core.

Now, go make some tough choices.

And who knows?

Maybe your 5,128th prototype will be the one that changes everything.