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"Positioning" is one of the most important marketing concepts of both the last century and the next one. It's a crowded marketplace "out there," with all sorts of messages competing for your customers' attention. Perhaps the best, maybe the only way to stand out in that crowd is to stake out a very narrow "position" in the minds of your customers, and defend that ground with all your might. Other words for positioning include selectivity and focus, but whatever you call it, you should practice it as well.