A colleague once asked Mike Carter a question he couldn't answer: if positioning mattered as much as he'd spent twenty-five years telling wine producers it did, why hadn't it saved them from making the same defensive decisions, vintage after vintage?
The answer turned out to be bigger than wine, a pattern already spreading into every industry now facing the same machine. Positioning, the discipline built for an advertising-era world, was never built for a moment when that machine can write, analyse, and sound competent in seconds. Carter calls what comes next Position Zero: the space no algorithm can occupy, replicate, or replace, built across twenty-five years in an industry that met this pattern before most others even noticed it.
Four positions, tested against winemakers who staked everything on truth over polish, a founder who capped his own company's growth on purpose, and a philosopher who became one of his industry's most respected voices:
Think Differently. Own Your Story. Claim Your Name. Build Your Table.
No shortcuts. No comfortable certainty. Just a place to stand that nothing can quietly take from you.
