This document discusses three strategic positioning options for businesses: differentiation, low cost, and strategic positioning. It advises businesses to avoid being "stuck in the middle" and instead focus on one of the three strategic positions. The document also asks how a business can achieve differentiation and provides examples of product leadership and customer intimacy.

1. Differentiated
(increases
willingness to
pay)
Low Cost
(enables low price
or bigger margin)
Strategic Positioning

2. DifferentiatedLow Cost
Strategic Positioning
“Stuck in the Middle”
Avoid!

3. Differentiated
How are you
differentiated?
1) Product Leadership
2) Customer Intimacy
Low Cost
Strategic Positioning

4. Start
Low
Medium
High
Start
Low
High
Medium
Start
Low
Medium
High