Is positioning a thing you do or a thing that happens as a result of what you say?
I don’t know what the hell WeWork is trying to do with their Jedi-mind-trick attempts at positioning, but for businesses like ours, positioning is not the result of what we say, but the result of what we do.
It’s the result of how we specialize and price and strive to create a certain experience for our clients.
A market position is the mental residue of that stuff multiplied by the number of minds that contain that residue.
Or for shorthand, your market position is your reputation in the market.
You can’t really control what ends up in people’s minds, but you can influence it.
A decision about how to specialize is the first step: https://philipmorganconsulting.com/specialization-school/part-1-decision-making-workshop/