Most positioning statements fail when they are written to sound impressive instead of being used.A positioning statement should do one job. It should make decisions easier. If it cannot help a team choose what to say no to, it is not positioning. It is copy. Strong positioning is specific. It names who you are for, what problem you solve, and why you are the obvious choice. It also fits how you actually operate.The test is simple. Can your team use it to approve a landing page? Can they use it to decline a partnership? Can they use it to prioritize a roadmap? If your strategy is not being used, read When Strategy Lives in Decks, Work Stalls. If execution keeps drifting, read Strategy Isnt the Problem. Its Execution. If you want a place where positioning stays connected to delivery, read What a Brand Operating System Is.
