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?