Why You Need a Unique Position

with Lawson Abinanti

In this episode we join Lawson Abinanti, founder of Messages That Matter, author and expert on the topic of positioning.

Lawson shares his viewpoint on positioning, including:

• The difference between positioning and brand.

• Why it’s critical that your positioning is unique.

• What to do if your best position is already taken.

• How differentiation affects the sales cycle.

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