Say one positive thing, 
and you’ll become ASSOCIATE with many
Why do people in services fear positioning so much?
Because they fear that standing for one thing will limit their appeal. But it doesn’t work that way, for one important reason: People ASSOCIATE.
We tend to think, for example, that good-looking people are smarter, friendlier, honest, and more trustworthy than less good-looking people. We associate one positive thing – attractiveness- with many other good things.
It’s how people are programmed. It’s how your prospects think.