Most positioning statements fail because they quietly try to appeal to everyone at once. A sharp position instead names a specific buyer, a specific alternative they are weighing, and a specific reason to switch.
The test is simple and uncomfortable: if a competitor could paste your positioning onto their own site without lying, it is far too generic to move anyone.
Strong positioning usually costs you part of the market on purpose. That trade is the entire point, not a side effect to minimise, because a position that excludes no one also persuades no one.
Takeaway: write down who you are explicitly not for. The exclusions define the brand more sharply than the promises ever will.
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Positioning is a decision about what you refuse to be, not just what you claim
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