Positioning just takes on a new role in the equation. Companies that abide by the excellence principle focus on doing great work. Then, they use every available medium to exhibit their successes. This, in effect, is how they position themselves. In simple terms, this means using communications to help people remember what you do.
Communication is the key to successfully doing business according to the excellence principle.
The objective is to capture space in the minds of the customers with the hope that this will help drive your business. In the information age, it has become increasingly difficult to catch potential customers' attention. The share of mind we talked about earlier is harder to win and harder to keep because of the sheer volume of messages bombarding every person every day. The savvy marketer recognizes the obstacle created by the information glut and tries to find ways to overcome it. Positioning your company according to the excellence principle is a great way to combat the problem.