“Creating a winning brand is at least in part dependent on understanding your competition and then out-flanking it,” says Simon Middleton, EBA Millionaire Mentor and Brand Strategy Guru.

The London Book Fair (this week) was a bit on an overwhelming affair: hundreds of stands of publishers large and small, including some of the world’s biggest, plus booksellers and authors, not to mention about 40,000 visitors. A riot of brands and business, all with the core product of books (now including digital books of course), bidding the whole thing together.

People start businesses for all sorts of reasons. Freedom to be their own boss being a prime one. Making a mark on the world is another, as is to achieve a better work/life balance.

Positioning, as the word implies, is about where you want your business to be. But positioning isn’t about geography: it’s about where you want to be in the heads and hearts of your customers.

In Know Me Like Me Follow Me, author Penny Power, one of our EBA Millionaire Mentors, talks about the rise of conversation marketing.