We operate in markets that are insanely crowded, and struggle to reach customers that are overwhelmed with choices that seem identical. Positioning is more important than ever yet most companies fail to strategically position their businesses so that their strengths are obvious to potential clients. In this talk I will show you how to assess your own positioning and what to do if it’s weak. I will walk you through a process for positioning around your strengths and how to strategically choose a market context that makes those strengths obvious to customers. Lastly I will show a series of examples of businesses that unlocked rapid revenue growth through a strategic shift in positioning.