“The customer is always right” is a well-known mantra, because without customers you have no business, it is their needs that feed a business’s sales. Getting business from your existing customers is less costly and unpredictable than attracting new ones, so retaining customers is vital for survival.

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.

This is the first in a new blog series about STRENGTHS. Two things need to happen to create a success formula.