Positioning: A Dynamic Pursuit of Human Potential

Note: This article is not a summary or a pure review of the book; rather, it represents reflective moments that the book sought to plant in the writer's mind.

What is often referred to as "positioning" is an ongoing activity driven by "competition," aimed at securing a specific spot in the mind of society. However, the journey does not end upon reaching that spot, as the process remains unstable and the struggle continues. Al Ries emphasizes in his book Positioning that the key is to be the first to claim that spot.

Reaching a mental position in the audience’s mind signifies the beginning of new interactions and challenges. Positioning is about crafting a perception of a reserved space in the mind of others for a message, idea, or value, which could be represented by a person, a tangible object, or a service initiative.

The pursuit of positioning is an instinctive struggle that humans engage in with their surroundings, living beings, and even among their peers. And if no competitors are present, one might create an inner rivalry with themselves, as the saying goes, "Be the best version of yourself."

This concept is deeply rooted in the universe and in every particle of existence without exception. We may call it competition, conflict, collaboration, or even self-discovery—all striving to reach somewhere, a new place. Just as electrons never stop moving, neither do humans.

Although this concept has existed since the dawn of the universe, it remains embedded in our DNA as humans. It fuels competitiveness and perhaps selfishness, while simultaneously unlocking our highest potential.

This ancient yet modern concept manifests in countless forms, from government levels to the competition between white blood cells and foreign invaders within the body.

To ensure that this competition remains constructive, productive, and ethical, it must be guided by values. This guidance helps us maintain control over ourselves and recognize our humanity as beings who build for the benefit of humankind, rather than as ruthless creatures fighting for survival by erasing others or stealing their rights in pursuit of our own dominance.

Take the example of bees: their organized, flawless system demonstrates meticulous engineering, efficient production, and unwavering quality. Each knows its role, exemplifying cooperation and productivity. While drawing lessons from living creatures, it’s worth noting that humans hold a higher and more distinguished status, particularly when they channel their abilities toward creating positive change for themselves and those around them.

Our value as humans lies in crafting a position that elevates us as a species capable of sharing knowledge, redistributing wealth, and empowering others to live productive and meaningful lives. Our instinct should be one of productivity, action, and offering a better life for others.

Once we deeply understand the essence of positioning in its humanistic sense, the pursuit of excellence becomes a mission. Competitors transform into motivators for greater contribution. Market activities turn into acts of worship, and interactions with customers evolve into relationships. At this point, the concept of positioning shifts from a purely material market perspective to a human-centered, productive, and harmonious one that aims for continuous improvement, or "Kaizen."

This approach fosters healthy competitiveness for the sake of development, improvement, and innovation, ultimately leading to better services or products for the target audience.