So bottom line, when a brand from an “outside” category starts to deliver the expected value offering of another category, it will automatically find itself in fresh market space. It will automatically be doing something unique, and it will automatically have leverage that the other brands in that space don’t have, simply because they are so differ

Here’s the point: What we consider to be distinguishing factors that set our firm apart are not that distinct at all. They might very well be true, but they are not uniquely true, and that’s a fundamental challenge of positioning: how to be less interchangeable or how to be uniquely true rather than just