Positioning III

Rather than running around trying to fix every perceived deficiency, the strategically led firms focuses on fully addressing a few critical things. 

For most wholesaler-distributors, the great merit of going through a disciplined positioning process is that it helps them set priorities based on gaps between external market needs and current internal capabilities.  Rather than running around trying to fix every perceived deficiency, the strategically led firms focuses on fully addressing a few critical things.  

This often involves eliminating harmful practices as much as improving or developing new ones.  Just as targeting was a process of focusing on a narrower group of customers, positioning is a process of focusing on a narrower set of capabilities so that you can be decisively better than everyone else where it really counts.

ACTION POINT:  Focus on the capabilities you can excel in delivering to your targeted customers.