Why it matters
Weak positioning makes everything downstream expensive: ads that must explain too much, sales calls that start from zero, a website that says "we do everything" and convinces no one. Sharp positioning does the pre-selling for you: the right buyers arrive already knowing why you.
How it works
Real positioning chooses: a specific customer, a specific problem, a claim competitors can't credibly copy, and proof. The uncomfortable part is what it excludes: a position that alienates nobody attracts nobody. Everything visible (message, design, pricing, content) then expresses that one choice.
What to do about it
Fill in one sentence: "For [who], we're the [category] that [difference], because [proof]." If your team writes different sentences, that's the project.