Positioning is mostly about what you refuse to be. Anyone can list the audiences they want to reach. Anyone can write down the problems they solve. That part is easy. The hard part is naming what you'll turn down. The clients you'll pass on. The work you'll stop pitching for. The categories you'll let competitors own without a fight. Every time you say "we can also do that," your positioning gets weaker. The market can't tell what you're for. The companies with the clearest positioning name a specific buyer, a specific problem, and a specific moment. Everyone else competes on price.