You’re not who they think you are.

And that’s a positioning problem.

People say, “They sell body cameras.” You are: A full technology platform for public safety, law enforcement, first responders, and legal teams.

People say, “They’re fake wood for decks.” You are: A sustainable outdoor living products company that includes decking, rails, pavers, and more.

People say, “They sell printers.” You are: A quiet giant in the world of industrial robots, projectors, and large format printers.

And…here’s where it gets uncomfortable: You may not even be who you think you are.

You may be saying, “We’re an email solution for lawyers,” when really, you’re a full-on collaboration tool for the legal system.

You may be saying, “We’re a meditation app,” when really, you’re a focus and productivity tool for the workplace.

You get where we’re going.

You may know the job you’re capable of, but your customers may not. And if you’re not positioned to reflect what they need, you’re inviting irrelevance.

Here’s how to get the unlock:

In his book The Four, Scott Galloway says:

“You don’t build a great company just by building great products. You build it by owning a position in the consumer’s mind.”

If brand is what people say about you, then positioning is what gives them the words. Right now, they’re using the wrong ones.

To fix that, start with relationship, not product.

What job are they hiring you to do — in their world, not yours? That answer holds your true position. And it’s probably buried beneath years of outdated messaging, category assumptions, and internal shorthand.

Use the Relationship Attributes to diagnose where you're falling short:

• Clarity – Are you easy to describe? Or are people defaulting to what they already know?

• Insight – Are you naming a problem they couldn’t quite articulate, but feel every day?

• Relevance – Are you solving for the current pressure? Or yesterday’s pitch deck?

• Fit – Do you align with how they work and what they value?

This isn’t a copy problem. It’s a strategy problem. And strategy is what creates that magnetic pull toward your brand that makes people say: “That’s what I’ve been looking for.”

Don’t just update your website. Update your position in their minds.