Hello, Graduate! Sorry, Your Diploma Doesn't Come with Positioning.

Laura was recently on the campus of Stanford and took the call from a recent graduate who had the grades, just not the Positioning.

The Positioning Hotline rang while I was on Stanford's campus. Of course I took the call.

Every year, thousands of grads leave with a diploma and a startup idea. Few leave with Positioning.

They can build the product. They can write the pitch deck. What they're missing is the one thing that makes or breaks a category leader — a clear Position in the mind of the customer. What do you own? Who’s the enemy? What’s the visual hammer? Why should anyone find you or even care?

They don't teach you everything in business school. Pick up our books. Or just call the Hotline — it is always open.

What would you tell a bright graduate with a big idea?