More than 90% of startups fail - not because of bad products, but because of poor positioning. Even the most innovative solution won’t succeed if the market doesn’t understand its value. Positioning defines who you serve, how you solve their problems, and why you’re different. Without it, GTM motions become disjointed, sales struggle to close deals, and marketing efforts fail to resonate. This session will break down what great positioning looks like and how to get it right. You’ll learn how to define a unique market position, craft messaging that speaks to your buyers, and align your GTM teams around a compelling narrative. Through real-world examples of brands that nailed their positioning (and those that didn’t), we’ll explore common pitfalls and proven strategies to help you stand out. Walk away with a clear framework for strengthening your positioning and ensuring it drives real GTM impact, so you compete on value, not just features and price.