I’ve often encountered brands who, when asked about their positioning, say, “we have the best service.” Or, “our quality is superior to the rest.” Or even, “you know, our people are what sets us apart.” But the thing is… everybody says that. 

These aren't things that will differentiate you from your competition. 

The fact of the matter is, a unique, own-able position in the marketplace should be part of your fundamental business strategy. It can:

1. Dramatically shorten the sales cycle
2. Lead to a competitive business advantage
3. And help you better serve your customers.