I'm the Founder and Chief Positioning Engineer at V2RSION - delivering adaptive positioning that helps you stand out, stay ahead and sell more. V2RSION is the first Positioning Engineering studio for the intelligence era. We think of positioning more like software, building AI-powered B2B positioning systems that help you define and update your competitive advantage over time, making your business the preferred choice of customers and the AI models that now shape their decisions. With over 20 years of global leadership across brands like Vodafone, Microsoft, Emirates, and Nike, Paul has led GTM strategy, media transformation, and marketing innovation at scale for some of the world’s iconic brands. He’s also worked with startups, scale ups and SME's as an advisor and Fractional CMO for B2B technology businesses. Positioning is the catalyser of business strategy and the strategic foundation of any GTM approach, helping create clear preference in the minds of customers by communicating that your business solves an urgent problem better than anyone else. For over 40 years, the concept of positioning has remained static, rooted in principles from a 1981 playbook. As a result, it has become undervalued and misunderstood - often dismissed as mere storytelling rather than a critical, growth-driving capability. But businesses don't fail because of weak products; they fail because their positioning is weak. Today's markets are dynamic and data-driven, and a new reality has emerged: businesses must now be compelling to both human buyers and the AI-driven intermediaries that guide them. This fundamental shift means that static positioning is no longer an option. It was time for a redefinition. I founded V2RSION and Positioning Engineering to recognise this necessary transformation. Let’s work together to engineer your advantage. Other experience Highlights: • Former Global Head of Media at Vodafone • Creator of Positioning Engineering and the 5D Positioning Framework • Advisor to startups and scaleups • DE&I and Neurodiversity advocate • Cambridge University Sustainability Leadership Graduate • Media Leader Future 100 Club • Campaign 40 Over 40 Winner • Guinness World Record Holder