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Creating a Positioning Statement
Your mission statement defines who you are and why you exist. Your vision statement highlights what you wish to accomplish over time. Your positioning statement describes how you want to be perceived by your constituents, and how you intend to create and maintain that perception as reality. The customer’s perception is, in fact, their reality. You may be the best in the community – but if your customers do not perceive you as such, you will have no impact.
