I position benefits but analyze: should I position what I'm NOT? Map the negative positioning: "We're not like [bad thing in industry]." Calculate: would positioning against industry problems differentiate me? Show me the negative positioning: these are things I specifically don't do. Give me the anti-positioning: stand against these industry norms. Include: what I do differently that I should highlight, how to position against without being negative, and whether differentiation requires stating what you're not.