This article outlines essential decisions to make before starting a positioning exercise, such as determining the timing, target audience, and specific product to position. It emphasizes the importance of clarity to avoid confusion and rework during the process.

Keeping alignment around a new positioning strategy in a company doesn't require an extensive slide deck; instead, a concise six-slide template can effectively communicate key messages. Overly complex presentations can overwhelm employees, much like political campaigns focus on memorable themes rather than intricate details. The emphasis should be on clarity and simplicity to ensure everyone understands the company's core message and strategy.