Raúl Peralba could be described as my first “disciple” as he was my first of many partners around the globe. We have worked together on many projects from olive oil to tourism and from industrial electronics to lollipops so he has spanned the range of understanding from theory to practice. As a result, outside of myself, there are few practitioners that understand “Positioning” more than him. He knows what should be done and how to do it. Whatever he