If you've been sentenced to death and the only choice you have is between the electric chair or hanging, it doesn't matter much if you're the smartest person in the room. Conversely, if you're one of the three experts in the world that can fix a security breach that has just now surfaced, you have nothing but good options to choose from. Positioning embraces the idea that the best way to make good choices is to improve your position so that the options you can pick from improve over time. It's surprisingly hard to make bad choices when you have nothing but good options to choose from.