Positioning: Owning a space in a prospect’s mind.
Re-Positioning: Changing spaces.
I’ve spent my career repositioning myself in entirely different positions in different industries and market segments. I’ve been fortunate enough to have had a hand in creating several categories. I’ve been successful enough on the whole that I now plan to consult on repositioning companies and their products.
Like the song says, “if you want to be somebody else, change your mind”. The most elegant way to state my philosophy is:
“Don’t change your product, change your mind.”