Positioning today is the decisive reference point for the company to have a unique, digitally driven business logic to create, deliver and capture superior value for your customers and your company. The entire company, with structure, processes, teams, innovation and it’s culture is bound to work towards this positioning idea to really make a disruptive difference. Whay you need the digital tools today is, because they can make processes a lot more easy and much more convenient for the buyer. But also for the seller it becomes a lot easier to put your service on offer. Entirely new business logics are created that way. Amazon, Google, Zalando, airline tickets, furniture, real estate, stock-brokers, they all built their Difference with digital tools. They were first and they were fast too.