The approach most businesses take to positioning is to think about where they fit in the market. That's fine as a sanity check later, but as a starting point, it's all backwards.
The only position that matters is the one you occupy in the minds of your prospects and customers. That's your starting point.
If I asked you, a board member, or any of your sales people to summarize that position in 6 words or less, could you or they do it?
You might want to find out.
If you get unclear or very different answers, we should talk. If you get conflicting answers, we should talk today.
Copyright, Hamish Mackenzie 2019