It amazes me. I’ve worked through some of the biggest revolutions in marketing since the printing press… email replaced direct mail… websites replaced catalogs… social media replaced… well, pretty much everything… and in spite of all these really amazing, cool technological changes, I still see marketers committing the most basic cardinal sin… they’re really excited about where they want to go but never take the time to figure out where they’re starting from. As a result their messages don't resonate with their audience. Would-be buyers don't believe their claims. Marketing fails. The root cause? Their strategies are all about positioning but silent on position (more on that below). How can you understand how to get where you want to be if you don’t know where you are? Marketing strategy should be like a GPS for business and marketers would do well to review just how to use a GPS to get where they're going.