Positioning Positioning Positioning is the single largest influence on the buying decision. It serves as a kind if buyer's shorthand, shaping not only their final choice but even the way they evaluate alternatives leading up to that choice. In other words, evaluations are often simply rationalizations of reestablished positioning. Positioning exists in people's heads not in your words. If you want to talk intelligently about positioning, you must frame a position in words that are likely to exist in other people's heads, and not in words that come straight out of hot advertising copy.
People are highly resistant about changes in positioning.
This is just another way of saying that people do not like you messing with the stuff that is in their heads. In general, the most effective positioning strategies are the ones that demand the least amount of change. The claim to undisputed leadership is meaningless if it can, in fact be disputed. The key here is to develop sufficient evidence as to make any such disputation unreasonable Communications. Armed with claim and evidence, the goal here is to identify and address the right audiences in the right sequence with the right message.