While there are a number of courses focused on helping students create and perfect innovative new products, there remains a gap regarding how to create and perfect the idea—or the positioning behind the product. The reality is that it is significantly more difficult than most people think to create a superior positioning concept. In addition, most sophisticated marketing organizations begin with a winning idea before they begin to deploy R&D resources to create a product. This note helps students understand what a positioning concept is, the critical elements of a testable positioning concept, and the attributes of those concepts that tend to be superior to those of their rivals. It is useful for undergraduate and graduate students interested in marketing, sales, brand management, and entrepreneurship.