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# Where your position starts — Kelford Labs Daily
- URL: https://kelfordinc.com/where-your-position-starts-kelford-labs-daily/
- Published: 2024-09-20T10:24:15.000Z
- Updated: 2026-01-27T15:16:56.000Z
- Description: The choices you’ve made.
- Author: Joel Kelly
- Tags: Daily Labs, position, strategy, tradeoff, focus, different, value, process

> “The essence of strategy is choosing what not to do. Without trade-offs, there would be no need for choice and thus no need for strategy.”  
>  
> — Michael E. Porter, What is Strategy?

Not sure what sets you apart and what your position in the market should be?

Let me ask you this:

**What do you *not* do that everyone else in your industry does?**

What have you chosen to avoid so you can focus where it really matters? What has your experience taught you about the best way of doing things?

Your process, in many ways, [*is* your position](https://kelfordinc.com/your-process-is-your-position-kelford-labs-weekly/).

*Why* you do what you do informs *how* you do what you do. The values you hold determine the tradeoffs you’ll make.

**So do this:**

Articulate *why* you’ve chosen to make the tradeoffs you have. Why you *don’t* do something that everyone else does.

Write down how that lets you *overdeliver* value to your very best clients—the ones who *value* the same things you do and who will especially desire the specific *tradeoffs* you’ve made.

And now you’ve got the very beginnings of your position.

Now you know how to begin standing out:

**By promoting the *extra* value you deliver by *not* doing what everyone else does.**

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[***Kelford Inc.***](https://www.kelfordinc.com/) ***shows you the way to always knowing what to say. Finely crafted marketing positions—and the messages to make them work—for hands-on entrepreneurs.***