Positioning: Beyond the Statement

In marketing 101, you’re often instructed to create a positioning statement. It often looks something like this one, provided courtesy of the good people over at Zendesk (they have some excellent examples of positioning statements…

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Columbia Business School Professor. Thinkers50 top 10 & #1 in strategy. Bestselling author of The End of Competitive Advantage & Seeing Around Corners.

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Rita McGrath

Rita McGrath

Columbia Business School Professor. Thinkers50 top 10 & #1 in strategy. Bestselling author of The End of Competitive Advantage & Seeing Around Corners.

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