Positioning Gaps

Your positioning deck says 'premium.' Your price list says 'let's negotiate.' Positioning gaps appear when the story you tell the market and the choices you make inside the company quietly stop agreeing. Usually it's a slow drift: one exception here, one channel compromise there, until the brand means something different to every stakeholder. Essays on the distance between strategic intent and commercial reality.

Mar

Black-and-white overhead photo of three identical cat food cans on rough concrete; the center can is open, revealing glowing acid-yellow shredded contents under harsh industrial lighting.

Your customers kept buying despite you. Here's why that's not a compliment.

The reason your customers buy is not what you think. Worse: it's not what it was last year. And the framework that could fix this has been hiding in plain sight, used for the wrong purpose.

19 Mar 2026

10 min read