Brand Strategy
Positioning is a decision, not a document.
If nothing was ruled out, nothing was decided.
Polongo Strategy Unit · 03 Apr 2026 · 6 min
A positioning statement that every stakeholder agrees with on first reading is usually a description, not a decision.
The test is simple: name three things this position stops us from doing. If the room cannot answer, the work is not finished.
Good positioning creates a small amount of discomfort in the organisation. That discomfort is the evidence that a choice was made.
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