In this article, Lawson Abinati lays out core principles for market positioning that apply across all industries, as well as to Business Intelligence (BI) professionals. Although many business intelligence (BI) managers see themselves as technologists first, unless they understand the soft skills of sales, marketing, and communication, they won't succeed professionally or make good on their organization's investments in BI. Published at: https://www.eckerson.com/articles/what-is-positioning-and-why-is-it-important