If you know your Good Ground you'll have a powerful advantage in the market. How comfortable are you completing these sentences?

1. When a prospect asks anyone in my company why they should buy something from us and not the competition, we all say the same thing and it is…
   
2. The piece of the market that my firm owns can best be described as…
   
3. At a recent meeting of my team, everybody was really excited and motivated by…
   
4. We have the reputation in our market of being the organization that…
   
5. In my company or partnership, these are the things that really matter…
   
6. Not only do I have good answers to all these questions, I turn them into selling points. My basic "umbrella" message to the market is…
   

If these questions make you a bit uncomfortable, your organization may have some of the Classic Marketing Maladies.

Or, perhaps you are a victim of The Dreaded 5C's