Positioning Is a Company Decision, Not a Marketing Task

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Why this matters

Positioning is not a marketing department deliverable — it is a company-level strategic choice that constrains product roadmap, pricing, hiring, and channel strategy. When positioning is left to the marketing team alone, products get built for one customer and marketed to another.

Try it yourself

List the last three roadmap decisions your company made and check each one against your current positioning statement — identify any feature that was built for a customer segment your positioning does not target.
Identify one pricing decision (tier structure, price point, or free tier boundary) that is inconsistent with your current positioning and articulate the gap in one sentence.
Find one hiring decision or job description from the past year that reflects a different customer assumption than your positioning statement.

References

Roger Martin — Playing to Win (strategy framework)