The Art of the Start/Kawasaki 29-30

30 What do you do? Developing a good answer to this question involves seizing the high ground for your organization and establishing precisely how it differs from the mass competition.

Qualities to aspire to:
Positive: They want to know what benefits they drive from patronizing your company or service.
Customer-Centric: Positioning is about what you do for your customers.
Empowering: Employees must believe that what you do (that is, your positioning) makes the world a better place.

Good positioning also embodies these qualities:
Self-Explanatory
Specific: Good Positioning targets the intended customer
Core. The core competencies of your organization
Relevant.
Long Lasting. Aim for positioning that will last one hundred years. Differentiated.