Conviction is the Intangible in a Successful Positioning Process
Lawson Abinanti - March 21, 2007

Conviction is an important intangible that can make or break your positioning strategy. You begin to develop conviction through research on your customer, competition, and channel. But that's not enough to give you the conviction you need to stand up to powerful political forces in your company who may shoot holes even in your most compelling positioning statement...