Скачать или смотреть How to be a category leader

What I’m about to say took over two decades to learn.

Positioning is not branding.

It’s not marketing.
It’s not messaging.
It’s not storytelling.
It’s a business decision.

And when companies skip it, they don’t just confuse the market.

They confuse themselves.
They waste money solving the wrong problems.
They launch campaigns that don’t convert.
They hire people who don’t fit.
They build products for users who were never there.

Positioning isn’t what you say.

It’s what you are.

It’s the concept you want to own in the mind.

A noun, not a tagline.

Volvo owns safety.
Salesforce owns cloud.
Tesla owns future.

These companies didn’t pick slogans.

They picked a territory and built everything around it.

Without that anchor, your team guesses.

Your market forgets you.

And your investors wonder what you actually do.

Here’s what most get wrong:

People don’t buy what you sell.

They buy what it means.
They buy certainty.
They buy status.
They buy identity.

If your positioning doesn’t clarify that, you become noise, no matter how good the product is.

Positioning is inside-out.

It informs product, operations, pricing, hiring.

It’s not what you say.

It’s what drives what you do.

So

If your GTM isn’t landing,
If your deck keeps changing,
If your messaging “feels off”,
It’s probably not the story.

It’s that the business never made a decision.

Fix the position.

Everything else gets easier.