The whole process of positioning, a term coined by Al Ries and Jack Trout more than 25 years ago, requires that you understand what the customer is buying. Pre-dating positioning is Rosser Reeves' Unique Selling Proposition (USP). This is another way of describing the "what." However, to apply either positioning or USP correctly look from the customers' viewpoint. That is, what are they buying, not what are you selling.
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