Positioning has become a lost art in recent years. Brought to the forefront back in 2001, this approach to differentiation is in desperate need of a comeback.
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There was a great book published back in 2001 called Positioning by Al Ries and Jack Trout. It emphasized the importance and impact of companies taking a unique position in the market, albeit through now outdated examples. The principles of this idea have gotten lost over the years, and the time is ripe to bring the concept back.
Positioning isn’t lost at a product level, where product management teams are perpetually seeking new ways to differentiate their offering with new features, but positioning at a company-level is