You Do Not Own a Word by Saying It. You Own It By Showing Up.

Positioning theory says own a word in the customer's mind. In capital equipment, Kauko Väinämö argues that it is only half true. You cannot say your way into a position. You earn it by showing up when the line is down, by closing the lab-to-fab gap, and by doing it repeatedly until the market gives you the word for free. Marketers position with words. Operators position with evidence.