24Positioning your business

How do you get started on a positioning program?

It’s not easy. The temptation is to work on the solution without first thinking through the problem. Much better to think about your situation in an organized way before leaping to a conclusion.

To help you with this thinking process, here are six questions you can ask yourself to get your mental juices flowing.

Don’t be deceived. The questions are simple to ask but difficult to answer. They often raise soul-searching issues that can test your courage and your beliefs.

1. What position do you own?

Positioning is thinking in reverse. Instead of starting with yourself, you start with the mind of the prospect.

Instead of asking what you are, you ask what position you already ...

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