It’s far from it.

Positioning is about what they think.

Who’s they?

Your customers.

Your market.

Your world.

You don’t control positioning.

You influence it.

Think of it as mental real estate.

Prime property in your customer’s mind.

What’s your plot?

Is it front and center?

Or lost in the suburbs of irrelevance?

You can’t just claim your spot.

You have to earn it.

How?

By understanding.

Deeply.

Not your product.

Not your “innovative AI-driven platform.”

Your customer’s world.

What keeps them up at night?

What makes them smile? What pisses them off?

That’s where positioning starts.

Before the tagline.

Before the pitch.

Before the clever analogies.

Positioning happens before you speak.

It’s the 95/5 rule of positioning.

95% understanding.

5% talking.

Most flip it.

They’re all talk, no substance.

Don’t be most.

Dig deep. Do the work.

Map the landscape.

Find the gap.

Own it.

Positioning isn’t a marketing exercise.

It’s a business strategy.

It’s not about being better.

It’s about being relevant and different.

In a way that matters.

To them.

Not you.

Remember Cirque du Soleil?

Not a better circus.

A new category.

That’s positioning.

Tesla?

Not a car company.

A tech company that happens to make cars.

That’s positioning.

See the pattern?

It’s not about features.

It’s about perception.

It’s not about what you do.

It’s about why you do it.

It’s not about being everything to everyone.

It’s about being something special to someone specific.

So, ask yourself:

What space do you own in your customer’s mind?

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

You have a thinking problem.

Fix that first.

The rest will follow.

Remember: In the battle for the mind, the best position isn’t on paper or on screen.

It’s in their heads.

Stake your claim.

Own your space.

That’s positioning.