The ZOOM Mantra This is what we believe: • • • Marketing is the process of owning a hill. Positioning is determining which hill to own. The Point That Matters is the reason your company owns the hill. The Point That Matters is the single driving reason your company wins. It has three defining characteristics: • • • It is Unique Competitors can't claim it as their own. It is Measurable Business metrics back it up. It Frames the Industry Debate on Your Terms The market understands why your product or service is superior. In the battle for awareness, acceptance, market share and ultimately domination, your Point That Matters is what enables you to win. To see how ZOOM’s philosophy applies in the real world, try our Point-O-Matter Meter!