Page 22 - LittleBookofPositioning_KB_DIGI_Neat

Part One:

Macro-market

context “ It’s a big, wide, changing
world out there and it’s
”
full of opportunity

First establish current
global trends and drivers.

Positioning begins by looking at the
changes and dynamics of the market
and the wider world – the macro
drivers: technology, demographics,
socio-political concerns, etc. These
are the foundations of the story
and keep the position up to date.

23