Positioning is about sales repeatability
The goal of a company is to build a repeatable sales process.
Positioning is about doing just that.
You can’t build a repeatable sales process if you’re unsure:
Who your buyers are
What they value about your product
What they perceive as competitive alternatives
How you are differentiated from those alternatives
You also can’t build a repeatable sales process if you’re constantly battling misconceptions about your product.
Good positioning is critical to building a repeatable sales process. And a repeatable sales process is critical to building a successful company.