For many people, positioning is about the location of their building, or the spot their product takes on the shelves of the retailer. Both may be relevant to the discussion, but only to a minor extent. An organization’s position is really about the image the customer has of that organization. A key role of an organization’s marketing programs is to ensure that the organization’s image matches the values and goals of the organization. In other words, it is vitally important that the image your customers have of you is the image you have of yourself. Above all, the positioning process is strategic, as it sets the context by which the relationship between the organization and its vendors and customers is built; and it establishes the basis upon which the organization attempts to compete. Whether you are a nonprofit fighting for funding or a for-profit competing for sales, how you position yourself in the marketplace is critical to future success.