We've been in business for years. Is it too late to fix our positioning?

Not at all. In fact, established businesses often have an advantage - you've got real customer data, actual conversations, and proper insights about what works and what doesn't. The tricky bit is that you're probably so close to your business that you can't see the positioning gaps anymore. That's normal. Sometimes it just takes fresh eyes and the right questions to uncover what's been hiding in plain sight.