Positioning to win

Take the time to differentiate your company from your competition


If you want to build your business and increase profits, you should understand the concept of positioning. It is one of the most important marketing ideas. A tight positioning can lead to improved marketing efforts, revenue growth and profits.

The challenge

Harvard Business School professor Michael Porter is a great thinker regarding marketing strategy. At the core of his work is a simple observation: There are only two ways to compete. You can be cheap, or you can be different.

The idea isn't complicated, but it is true and important. It also has significant implications for you in leading your company.