Page 17 - LittleBookofPositioning_KB_DIGI_Neat

Write your “ People do judge a book by its
cover. We may have the best
unique story product, the highest quality,
the most useful software
etc.; if we present them in a
slipshod manner, they will be
Your story must become perceived as slipshod; if we
the customer’s story too. present them in a creative,
professional manner, we will
Positioning or re-positioning must impute the desired qualities
create differentiation by communicating ”
a new, refreshing story that is relevant Mike Markkula,
and compelling to all audiences. former Apple CEO
The position creates shared goals that
strengthen relationships. More than
what you are – positioning captures
what you mean to your audience.
Positioning is visionary. It is not only
taking a position for today – it is about
capturing the imagination and owning
the future too.

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