Positioning is a decision, not a sentence
Most positioning work fails because it produces language before it produces a choice.
When a company asks for help with positioning, it usually means it wants a better sentence. Something for the homepage, the pitch deck, the first thirty seconds of a sales call. The request is reasonable. The problem is that the sentence is the last thing that should be written, and it is usually the first thing people try to write.
Positioning is a decision about who you are for, what you are compared against, and why you should win that comparison. The words come afterwards. If the decision has not been made, no amount of copywriting will make it look as though it has.
The sign that the decision is missing
You can usually tell when a company has not made the decision. Its homepage describes the product in terms broad enough to include almost anyone. Its sales team tells different stories to different prospects and cannot say which one works best. Its roadmap is shaped by whichever customer shouted most recently.
None of this is a messaging problem. It is the visible consequence of trying to keep every option open.
A position you are not willing to lose business over is not a position. It is a preference.
Where the decision comes from
The best evidence for a position is already inside the business: in the customers who renew without being chased, in the deals that closed quickly and without discounts, and in the specific words those customers use when they describe what changed for them.
Start there. Find the pattern in the customers who value you most, and ask what they have in common that the rest of the market does not. The answer is rarely a demographic. More often it is a situation, such as a stage of growth, a particular kind of complexity, or the moment when the alternatives stop working.
Then, and only then, the sentence
Once the decision is made, the sentence is not difficult to write. It tends to be shorter and more specific than anyone expected, and it tends to exclude people. That is the point. A good position makes some buyers lean in precisely because it makes others lean out.