Point of view / 2026-08-12
The cost of being vague
When every audience can describe your company differently, your positioning is doing no work.
Vagueness is not flexibility
A positioning line that can mean anything will eventually mean whatever the listener brought with them. That feels inclusive in the room and expensive everywhere else.
The useful test is not whether everyone agrees with the sentence. It is whether the right people recognise the decision inside it.
Make the choice visible
Strong brands do not add certainty at the end of a process. They make a choice early enough that the work can become coherent around it.