How to Position Your Business Effectively

I think it would be absolutely insane for an outside person to come in and tell companies how they should position. So instead, what I'm coming with is a methodology and the experience in having done this 200 times. And if we have salespeople, we know who else ends up on a short list against us. In order to win a deal, we have to beat status quo. That's our anchor. We fill that fill a whiteboard full of that stuff. Then we can go down that list and translate those capabilities to value. It comes from somewhere and it comes from our differentiated capabilities.

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