Positioning is no longer just about standing out. It's about being found.

In this episode of The Business of Marketing, recorded live at Advertising Week Europe, Justin Cooke sits down with Paul Evans, Founder and Chief Positioning Engineer at V2RSION, to explore why positioning has become one of the most important strategic disciplines in business.

Drawing on leadership experience at Microsoft, Vodafone, Bacardi and Nestlé, Paul explains why AI has fundamentally changed how businesses are discovered, shortlisted and chosen. As buying journeys increasingly begin with machines rather than people, positioning has become a growth strategy rather than simply a marketing exercise.

They discuss why product advantages disappear faster than ever, why founders should rethink positioning as a living operating system rather than a one-off exercise, and how businesses can build a competitive advantage that technology alone cannot replicate.

If you're a founder, CEO, CMO or growth leader trying to stand out in an increasingly crowded market, this conversation offers a practical framework for thinking differently.

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