Defining Positioning and Ideal Customers

If you can't articulate how your organization is different from competitors clearly and succinctly, what reason does your clientele have to buy from you? There are many good businesses with good people out there, but the businesses that really thrive are the ones that can properly position themselves in the marketplace from their competitors. David C. Baker, the author of The Business of Expertise, talks about how to market and position your organization ahead of the competition.