What's "positioning"?

This video has been doing rounds (emotional, yes) but drives home the point.

The leverage in positioning comes when you don't need to change your core product at all but play with all the layers that are low effort, but high leverage, for eg

1. How + Where you communicate your value proposition?
2. How you price / package your product?

For messaging:
> What's in it for your users (read: not you)
> What words your users use when they talk to you? Reuse them