Force the choice
A useful positioning sentence identifies who the business helps, the problem it is best placed to solve and the reason its approach is credible. It is not customer copy. It is a decision-making tool.
The sentence feels restrictive because strategy is restrictive. It stops every service, audience and ambition being given equal billing.
Use this rough structure
For [the customers we can help best], we are the [type of business] that [useful difference], because [credible proof]. Write it badly first. Accuracy matters more than elegance at this stage.
The prescription
Do this next.
- Complete the sentence without using ‘leading’, ‘innovative’ or ‘solutions’.
- Remove any audience you cannot serve especially well.
- Use the sentence to reject one off-strategy message this week.