Revenue and sales
Positioning is the place an offer occupies in the buyer's mind, built out of the message, the value proposition and the brand identity.
In Enrico Giubertoni's articles the Italian word carries a second, technical meaning as well, the rank a page earns in search results, so it is worth stating which one is meant: the first is decided in the boardroom, the second is measured every week.
An example
Before rewriting the message, look at how competitors changed theirs over the past ten years through a web archive. You can see which segments they walked away from and which promises they dropped: the space left empty is the positioning worth building on.
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