Deliberate positioning puts your strengths front and centre

The unique greatness of our offerings often feels obvious to folk inside the company. We have a ready answer to the question — “Why should a customer choose us?” Yet, if we ask customers the same question, they often find the differences between what we offer and what other companies offer hard to understand. This problem happens because we do not put our unique strengths at the centre of our positioning. Instead we position ourselves in the market we started in, even after our products have evolved well beyond that.