Positioning costs nothing to change and affects every downstream metric. Yet most companies spend six figures on media before they can articulate why a buyer should choose them.
The test is simple: can a prospect finish the sentence 'they are the ones who...' after thirty seconds on your homepage? If not, your paid media is paying to explain what your brand should be communicating instantly.
Narrow beats broad. Serving one segment exceptionally well produces better referrals, higher prices, and cheaper acquisition than serving everyone adequately.
Write your positioning as a claim you could lose. If no competitor would disagree with your statement, it is a description, not a position.
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