references/schools/positioning-category.md

# Positioning & Category Strategy

## Core idea

Choose the competitive frame, category, and memorable reason to prefer the offer.

## Figures

- `al-ries`
- `jack-trout`
- `april-dunford`

## Use when

- The decision matches the mechanism this school is designed to explain.
- The school can materially change diagnosis, choice, or measurement.

## Applied theories

- `positioning`
- `positioning-components`

## Boundaries

- Treat this school as one lens, not a universal operating doctrine.
- Compare with counterweights when growth horizon, category maturity, economics, or evidence point elsewhere.