Step 3 - 7 Key Positioning Questions:

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1. Who are you?

2. What business are you in?

3. For whom: What people do you serve?

4. What need: What are the special needs of the people you serve?

5. Against whom: With whom are you competing?

6. What's different: What makes you different from those competitors?

7. So: What unique benefit does a customer derive from your products and services?