After working with a dozen scale ups, this is a model of what positioning *is* and *how it helps* based on a company's growth motion and stage.

1. You have to get the bolded parts *mostly* right.
2. If you not measuring these KPIs, you don't know if you are growing.
3. The scope of positioning work *increases* both depth and breadth as you go down.

B2C vs B2B doesn't matter. I may be wrong, open to feedback. Merci!