It is a decision about what to give up, not a statement of ambition. Most positioning documents fail because they only contain the first half: who we serve, what we do, why we are great. The half that does the work is the exclusion. A position you have not given anything up for is not a position, it is a description.
Why it matters more in cybersecurity#
A CISO is pitched by someone new every day, in a category where almost every vendor claims the same three things. When positions are indistinguishable, buyers stop comparing on value and start comparing on price. The vendor who has said out loud what they do not do is the one who is easiest to place, and easiest to remember two weeks later.
The test we use: could a competitor put their logo on your positioning statement without changing a word? If yes, you have written a category description, not a position.
Not sure what yours gives up?
Send us your homepage. We will tell you what position it actually claims, and whether a competitor could claim it too.