Positioning is a marketing concept that means borrowing meaning from things people already trust, admire, or desire—and letting that meaning transfer to your service.

He had his son focus on the phrase “green and clean.” Not rules or steps, but an image. A purpose. Over time, once his son truly understood that the end in mind was green and clean, he could do the job on his own. The lesson is simple: when the goal and purpose are clear, performance follows.

Below is a sample coupon you can use or modify to suit your situation. Wishing you, too, a healthy start to your New Year -- in business and in life!