references/theories/positioning.md

# Positioning

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Buyers face multiple alternatives and the offer lacks a clear mental frame.

## Mechanism

Choose a focused association relative to alternatives.

## Applied marketing use

Clarify category and reason to prefer.

## Failure modes

- Assuming narrow messaging alone creates broad market growth.

## Counterweights

- `mental-availability`

## Sources

- `source:ries-trout-positioning`