At the core of every positioning statement is the reason a product/service/brand is different and better than its competitors. Because of this, how you choose to define your competitive set is a critical piece of developing a compelling positioning statement.

Here’s a quick 3-minute video of how to strategically approach defining your own competitive set. It was filmed during a workshop Argentum gave at the University of Chicago’s Polsky Center for Entrepreneurship. Examples included two of our favorites, KRAFT Macaroni & Cheese and Chicago’s venerable Goodman Theatre. Watch the segment.