We operate in markets that are insanely crowded, and struggle to reach customers that are completely overwhelmed with choices. Positioning has never been more important and yet most companies fail to strategically choose a market position for their products. In this talk I am going to teach you how to recognize the common signs of weak positioning and what to do about it. I will walk you through a process for positioning around your strengths and how to strategically choose a market context that makes those strengths obvious to customers. Lastly I will show a series of examples of startup that unlocked rapid revenue growth through a strategic shift in positioning.