My husband is on my email list, and to his credit, he reads every one of my articles. He replied to last month’s email with the following: “Great article. Did you mean to offer only five spots in an article about scarcity?”

When vacationing a few years ago, I walked past a gallery, and a huge sign in the window declared it was going out of business and all art was “80% off.”  I was delighted to discover this great value and bought a few paintings at a huge discount.

Last month, Core Impact became a B Corp-certified company. Joining the ranks of Patagonia, Athleta, Allbirds, and Ben & Jerry’s, it was an honor to be recognized as a business with “high social and environmental standards.”

For three months, I didn’t check my work email. I never logged on to LinkedIn. I didn’t earn an income. I didn’t read the news. I took a sabbatical.

It’s early in my career. I’ve joined a hair care brand which has just launched two new products: one pink grapefruit and the other orange, each with the corresponding bottle color, fruit imagery, and scent.

Picture a sustainable brand. Most likely, images of “green,” “crunchy,” and “granola” companies come to mind.

One of my favorite positioning examples is Ben & Jerry’s.

Positioning is one of the most foundational, misunderstood, and under-utilized parts of a company’s core business strategy.