Marketing is the art of positioning something to someone.
Positioning is the single most important skill in marketing. Find the
differentiated advantage that will inspire your audience.

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Positioning is the one idea that you will stand for. The one thing that truly differentiates you among your audiences in the most compelling way possible. The one thing you will be famous for.

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Great positions creative combine competitive advantage and consumer insight in one differentiating idea – a single compelling idea that real people can act on today.

Great positions are:

• As radically different as possible
• As small a conceptual step for the audience as possible
• As significant a business advantage as possible
• As true to the reality of the customer experience as possible
• As sustainable as possible
• As disruptive as possible
• As creatively provocative as possible

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