Wrote this in 2010, and now, a decade later I’m realizing I missed the 0th and most important dimension of positioning: legacy. Most things you position are positioned against the legacy of what you’ve already done.
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Coming up because I’m doing a proper positioning exercise for my own stuff for the first time, after 10y of what amounts to an absent-minded random walk in positioning terms. Much easier to support clients doing this than do it for yourself.
It’s like doing brand equity taxes.
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