Earth

Positioning: decisions, evidence, application.

Read this path when the business feels capable but difficult to explain.

60 essays for this decision

Inside Positioning

The visible symptom carries a deeper decision.

Positioning decides which comparison a customer should use, which situation makes the offer relevant, and which difference deserves memory. It gives every later brand choice a shared direction.

This reading path moves from category and audience decisions into proof, offer logic, and the language used to hold the position steady.

A useful next read

Brand positioning statement examples, and why most sound generic

See positioning statement examples built from customer, alternative, consequence and proof, then use the same tests to sharpen a service business position.

15 min readOpen the essay

Positioning decision path

Start with the question closest to your situation.

Each guide gives you the decision first, then the framework, examples, evidence, and adjacent questions needed to use it.

Start with a business problemFive topics are available

Write the symptom in the language already used in the room.

Showing 1 to 3 of 60 essays

See all 60 topic guides
Reading shelf01 / 03 · How to market a therapy practice in Ontario when testimonials are off the table
01PositioningHow to market a therapy practice in Ontario when testimonials are off the tableHow Ontario psychotherapy practices can review testimonials, Google reviews, professional titles and website copy against CRPO standards, with five checks for clear, verifiable marketing.Read essay8 min
02PositioningWhy most positioning statements sound genericSee exactly where specificity disappears.Read essay15 min
03PositioningPhysiotherapy clinic marketing in Ontario: what the 2025 advertising standard allowsHow Ontario physiotherapy clinics can review testimonials, patient consent, discounts and package offers under the College's advertising standard, with checks for website copy, social posts and agency work.Read essay6 min

Your next step

Choose the route that matches the decision.

  1. 01Brand positioning for service businessesReview the buyer, competing offers and evidence with Suman. See the research, decisions and deliverables a positioning engagement can cover.
  2. 02See the MyShopInEurope positioning decisionsA recorded brand foundation built around craft and origin rather than marketplace language led by price.
  3. 03Discuss your positioning question with SumanBring your offer, the buyers you want to serve and the alternatives they compare.

Adjacent decisions

What this choice changes elsewhere.

Move into the questions that affect the position, language, customer journey, or memory around this choice.

Published project record

MyShopInEurope

Category, audience, and a craft and origin position shaped for a new marketplace connecting India with Europe.Read the project record

Relevant scope

Foundation

Positioning, audience, and identity decisions for a brand at the beginning.See scope and fit
Read every field note