You Cannot Hold Two Divergent Positions at Once

A strong market position requires focus and consistency. A company cannot successfully occupy two contradictory positions at the same time.

Attempting to be two things at once leads to a muddled message, a confused market, and a weak brand.

Examples of Divergent Positions:

• You cannot be both the premium-price supplier and a price slasher.
• You cannot be a supplier of luxury watches through Tiffany's and sell the same brand as a low-priced item in drugstores.
• You cannot be the "technology leader" and the "safe, proven follower."

The Strategic Implication:

Choosing a position is an act of commitment. It is a form of strategic sacrifice. By choosing to be one thing, you are explicitly choosing not to be another.

A strong position binds a company to a specific market and a specific set of values. This is what creates a clear identity and a loyal customer base. A company that tries to be all things to all people will end up being nothing to anyone.