Your goal: to position yourself in the mind of your audience and to have their preference. Positioning is central to branding and crucial to your success. To be considered, you need to be known. To get on someone's mental shortlist it needs to be clear what you offer and for whom.

Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, “positioning.” The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it. In general, the mind accepts only that which matches