Screenshots and inspiration decks are where homepage redesigns often begin, but they rarely identify what’s actually limiting performance. That instinct is understandable, especially for brands operating in competitive categories where visual polish is table stakes. The problem is that aesthetics are rarely the limiting factor in homepage performance once a business reaches meaningful scale. What usually constrains growth is whether a visitor understands, within seconds, why this brand exists and whether it is for them.
For experienced operators, the homepage is not a branding exercise in the abstract but a high-cost decision surface. Traffic is purchased, earned, or retained through meaningful investment, and every confused session is a silent tax on that spend. When messaging is unclear, no amount of tasteful typography or animation rescues the outcome. The visitor hesitates, scrolls without conviction, or exits to find clarity elsewhere.
This is why clarity and positioning consistently outperform design trends in real revenue environments. Messaging creates alignment between the brand’s intent and the customer’s expectations before friction compounds downstream. Design still matters, but it is subordinate to meaning, not the other way around. Teams that internalize this reality stop chasing novelty and start building homepages that work harder over longer periods of time.
The Homepage Is a Decision Filter, Not a Mood Board
For brands investing seriously in acquisition and retention, the homepage must act as an operational filter rather than a decorative surface. When teams treat it as a mood board, they often miss the fact that visitors arrive with intent, skepticism, and limited patience. The homepage needs to help those visitors decide whether to continue, not simply impress them visually. This is especially true for stores built or rebuilt through a Shopify store build, where foundational choices compound for years.
The homepage’s real job in a high-intent traffic environment
Most modern ecommerce traffic is not casual browsing in the way it once was. Paid media, branded search, email, and social retargeting all deliver visitors who have some level of intent or curiosity before they arrive. In that context, the homepage’s primary job is to resolve uncertainty quickly by answering implicit questions about fit, value, and relevance. If it fails to do that, the visitor does not patiently explore further, regardless of how polished the interface appears.
Operators often underestimate how quickly these judgments are made. Within a few seconds, visitors decide whether the brand aligns with their needs, price expectations, and values. Clear messaging accelerates that decision in the brand’s favor by stating who the product is for and why it is different. When the homepage instead prioritizes abstract storytelling or visual theatrics, it delays that decision and increases cognitive friction. For a deeper look at why conversion issues often stem from clarity, see why most Shopify conversion problems aren’t design problems.
The downstream implication is measurable in engagement metrics and conversion efficiency. Visitors who self-qualify early are more likely to explore deeper, engage with product detail pages, and convert with confidence. A homepage that does not perform this filtering role effectively forces the rest of the site to work harder to compensate, often unsuccessfully.
How visitors subconsciously qualify themselves in the first scroll
The first scroll of a homepage is not a neutral space where visitors absorb information evenly. It is a rapid sorting mechanism where people subconsciously ask whether they belong. They scan headlines, imagery, and supporting copy for signals about price tier, use case, and brand posture. Messaging clarity ensures those signals are intentional rather than accidental.
When the language is explicit about who the brand serves and what problem it solves, the right visitors lean in. They see themselves reflected and feel invited to continue. Conversely, when the language is vague or overly broad, visitors must work to interpret meaning, and many simply opt out. This self-qualification happens regardless of how attractive the design may be.
For operators, this mechanism is not a liability but a strength when used correctly. A homepage that clearly excludes the wrong audience saves money by reducing wasted sessions and support burden later. The goal is not maximum appeal but maximum relevance, and that begins with disciplined messaging above the fold.
Why “brand vibes” without direction increase bounce risk
“Brand vibes” have become a common shorthand for aesthetic cohesion, but they are a poor substitute for direction. When a homepage leans heavily on mood without anchoring meaning, visitors are left to infer the brand’s purpose on their own. In practice, that inference is often incorrect or incomplete. The result is hesitation rather than engagement.
This dynamic is particularly risky in competitive markets where multiple brands share similar visual language. If everyone looks refined, minimal, and modern, the absence of clear positioning makes brands interchangeable. Visitors bounce not because the site looks bad, but because it fails to articulate a reason to stay. The cost of that bounce is not just a lost session but a missed opportunity to establish trust.
Over time, relying on vibes creates a fragile homepage that requires constant refreshes to feel current. Each redesign attempts to recapture attention visually instead of fixing the underlying messaging gap. This cycle is expensive and rarely produces durable gains in conversion or loyalty.
Design Trends Are Temporary; Positioning Is Durable
Design trends have an undeniable pull, especially when competitors adopt them and agencies showcase them as best practice. The issue is not that trends are inherently bad, but that they are inherently temporary. When a homepage is built primarily around what is fashionable, it inherits an expiration date. Durable positioning, by contrast, compounds value over time by anchoring the brand in something more stable than aesthetics.
The lifecycle of ecommerce design trends and why they decay fast
Most ecommerce design trends follow a predictable lifecycle. They emerge as differentiators, spread rapidly through themes and templates, and eventually become invisible as they saturate the market. What once felt innovative quickly becomes expected, and then dated. This cycle often completes in a matter of years, sometimes faster.
Operators who chase these trends often find themselves redesigning more frequently than planned. Each iteration promises renewed relevance but delivers diminishing returns. The underlying customer understanding has not changed, only the surface presentation. Without strong messaging, the new design solves yesterday’s problem while creating tomorrow’s maintenance burden.
The implication for mature businesses is that trend-driven design increases operational drag. Resources are spent refreshing visuals instead of deepening customer alignment or improving unit economics. Positioning, when done well, does not expire on the same timeline and reduces the need for reactive change.
How trend adoption creates sameness across competitive sets
One of the paradoxes of design trends is that they promise differentiation while producing sameness. As patterns spread, competitors converge on similar layouts, typography, and interactions. In isolation, each site looks competent, but side by side, they blur together. Messaging becomes the only remaining lever for distinction.
When positioning is weak, this sameness is fatal. Visitors struggle to articulate why one brand should be chosen over another because nothing meaningful separates them. Price becomes the default differentiator, which is rarely a sustainable place to compete. Clear messaging counters this effect by asserting a specific point of view that visuals alone cannot convey.
For operators, recognizing this dynamic shifts investment priorities. Instead of asking whether the homepage looks current, the better question is whether it would still make sense if competitors adopted the same design language. If the answer is no, the issue is not the design but the message.
Why durable positioning survives platform and design shifts
Strong positioning is resilient because it is rooted in customer reality rather than aesthetic preference. It articulates a problem, a solution, and a reason to believe that remain relevant even as platforms and interfaces evolve. When this foundation is solid, design changes become expressions of the same core idea rather than attempts to reinvent it.
This durability is especially valuable during periods of technical or organizational change. Whether a business updates its theme, introduces new product lines, or adjusts its channel mix, consistent messaging provides continuity. Customers recognize the brand even as the presentation shifts. That recognition supports trust and repeat behavior.
From an operational standpoint, investing in positioning reduces long-term risk. It allows teams to make design decisions with confidence, knowing they are reinforcing something stable rather than chasing novelty. Over time, this stability translates into more predictable performance and lower redesign fatigue.
Clarity Beats Cleverness in Revenue-Critical Moments
Clever copy and abstract headlines are often celebrated internally because they feel creative and distinctive. The problem is that revenue-critical moments are not the place for interpretation. When visitors land on a homepage, they are not evaluating copy for originality but for usefulness. Clarity wins because it respects the visitor’s time and intent.
The hidden tax of clever copy and abstract headlines
Cleverness imposes a hidden tax on comprehension. When a headline requires interpretation, the visitor must pause, decode, and decide whether it is worth continuing. Each of those steps increases friction and the likelihood of exit. What feels playful or sophisticated internally can feel opaque externally.
This tax is rarely obvious in qualitative reviews because stakeholders already know what the brand does. They read meaning into abstract language that new visitors cannot access. As a result, teams overestimate the effectiveness of clever copy and underestimate its cost. The homepage appears engaging in isolation but underperforms in aggregate metrics.
For operators, the implication is that internal taste must be subordinated to external clarity. Copy that feels obvious to insiders is often exactly what new customers need. Removing cleverness is not dumbing down; it is optimizing for decision speed and confidence.
How clarity reduces cognitive load and accelerates trust
Clear messaging reduces cognitive load by making the value proposition explicit. Visitors do not have to guess what the brand offers or whether it applies to them. This immediacy creates a sense of competence and transparency, which are foundational to trust in ecommerce contexts. Trust, in turn, accelerates progression through the site.
When clarity is present, other elements perform better as well. Product imagery is interpreted in the right context, calls to action feel appropriate, and supporting content reinforces a known narrative. The entire experience feels cohesive because the visitor understands the premise. Design supports that understanding rather than compensating for its absence.
Over time, this trust compounds. Customers who felt confident on their first visit are more likely to return, recommend, and explore additional products. Clarity on the homepage sets the tone for that relationship from the outset.
When cleverness actively repels qualified buyers
In some cases, clever messaging does more than confuse; it actively repels the right audience. Abstract language can signal misalignment with practical needs or price sensitivity. Qualified buyers may assume the product is not for them or that the brand prioritizes image over substance. They leave not because they are unqualified, but because the message suggests they are.
This effect is particularly damaging in categories where trust and utility matter more than lifestyle signaling. Customers seeking solutions want reassurance, not riddles. When the homepage fails to provide that reassurance, it filters out the very audience the business depends on. The cost is invisible but significant.
Operators who recognize this pattern often discover that simplifying language increases conversion without changing traffic quality. The audience was always there; the message was pushing them away. Clarity corrects that error and restores alignment.
Homepage Messaging Sets Expectations the Entire Site Must Honor
The homepage does more than attract attention; it sets expectations that the rest of the site must fulfill. When messaging is accurate and aligned, visitors experience continuity as they navigate deeper. When it is inflated or ambiguous, disappointment follows. This expectation gap erodes performance in subtle but costly ways.
Expectation-setting as a conversion lever
Effective expectation-setting prepares visitors for what they will encounter next. It frames pricing, quality, and experience so that nothing feels surprising in the wrong way. When expectations are set correctly, conversion becomes a confirmation rather than a leap of faith. The visitor feels guided, not sold to.
Homepage messaging plays a central role in this process because it is the first contract the brand makes with the customer. It signals how the brand wants to be understood. Clear, honest language attracts visitors who are comfortable with those terms and discourages those who are not. This selectivity improves downstream metrics. If you’re replatforming, this guide to protecting brand equity during a Shopify migration shows how to keep messaging intact.
From an operational perspective, expectation-setting reduces friction across the funnel. Customer support interactions become more predictable, returns decrease, and satisfaction increases. These outcomes trace back to the initial clarity established on the homepage.
Misalignment between homepage promise and PDP reality
When the homepage promises one thing and product detail pages deliver another, trust breaks down. This misalignment often occurs when messaging is aspirational rather than accurate. The homepage paints a broad, emotional picture, while the PDP confronts the visitor with specifics that feel incongruent. The result is hesitation or abandonment.
This gap is not always intentional. Teams may craft homepage copy in isolation, without fully accounting for how products are presented. Over time, as assortments evolve, the disconnect widens. Visitors sense the inconsistency even if they cannot articulate it.
For operators, closing this gap requires treating messaging as a system rather than a page-level exercise. The homepage must reflect the reality of the buying experience, not an idealized version. Alignment restores confidence and improves conversion quality.
How expectation debt shows up as lower AOV and higher returns
Expectation debt accumulates when messaging consistently overpromises or underexplains. Customers who proceed despite uncertainty are more likely to second-guess their purchase later. This behavior manifests as lower average order value, cautious add-on behavior, and increased returns. The cost is borne after the sale, making it easy to overlook.
Clear homepage messaging mitigates this debt by ensuring customers know what they are buying and why. When expectations are met or exceeded, customers are more willing to commit fully. They explore bundles, upgrades, or complementary products with confidence. The economic impact is significant.
Addressing expectation debt at the homepage level is more efficient than trying to fix symptoms downstream. It prevents mismatches before they occur and aligns customer behavior with business goals. Over time, this alignment strengthens margins and retention.
Most Redesigns Fail Because the Message Was Never Fixed
Redesigns are often framed as solutions to performance problems, but they frequently treat symptoms rather than causes. When messaging issues persist, a new design simply repackages the same confusion. The initial lift, if any, fades quickly as underlying misalignment reasserts itself. This pattern explains why many redesigns disappoint.
Why redesigns are often used to avoid hard positioning work
Positioning work is uncomfortable because it requires making choices about who the brand is for and who it is not. Redesigns, by contrast, feel productive and tangible. Teams can point to new visuals and interactions as evidence of progress without confronting deeper strategic questions. This avoidance is understandable but costly.
When messaging remains vague, design becomes a distraction rather than a solution. Stakeholders debate aesthetics instead of clarity, and consensus is easier to reach on visuals than on positioning. The result is a polished site that still fails to resonate with the right audience. Performance issues persist, prompting further redesigns.
For operators, recognizing this dynamic is a turning point. Fixing the message first requires discipline but yields more durable results. Design then becomes a vehicle for expressing clarity rather than compensating for its absence.
Common symptoms of message-blind redesign projects
Message-blind redesigns share recognizable symptoms. Headlines change without becoming clearer, value propositions remain broad, and key questions about audience and differentiation go unanswered. The site may look modern, but it feels interchangeable with competitors. Metrics improve briefly due to novelty, then regress.
Another symptom is excessive reliance on imagery to convey meaning. Photos and videos are expected to do the work of words, leading to ambiguity. While visuals are powerful, they are interpretive by nature. Without clear messaging, they introduce as much confusion as they resolve.
Operators who have lived through multiple redesign cycles often recognize these patterns in hindsight. The lesson is that visual change without messaging change is rarely transformational. It is maintenance at best, churn at worst. A practical starting point is redesigning from navigation and content so structure supports the message visitors need.
How redesign ROI collapses without messaging discipline
The return on a redesign depends on how long its benefits last. When messaging is weak, the benefits are short-lived. Traffic may engage initially due to novelty, but conversion and retention do not improve sustainably. The cost of the project then outweighs its impact over time.
Messaging discipline extends the lifespan of design investments by anchoring them in something stable. When the core narrative is clear, design updates reinforce rather than replace it. This continuity allows the business to amortize redesign costs over longer periods. ROI improves not because the design is flashier, but because it remains effective.
For experienced operators, this understanding reframes how success is measured. The question is not whether a redesign looks better, but whether it clarified the brand’s value in a way that endures. Without that clarity, even the most elegant design is a temporary fix.
Messaging Is the Foundation of Effective Shopify Redesigns
When redesigns succeed, it is rarely because of a novel layout or a bold visual direction. They succeed because the message is finally doing the work it should have been doing all along. For brands undertaking a Shopify redesign, messaging must come first, because it determines what the design is actually in service of. Without that foundation, even well-executed redesigns struggle to produce durable gains.
Why layout should serve narrative hierarchy, not trends
Layout decisions are often framed as aesthetic choices, but in practice they are narrative ones. Every section, module, and breakpoint either reinforces or undermines the story the brand is telling. When layout is driven by trends, that story becomes fragmented, because trends prioritize visual novelty over informational clarity. The result is a homepage that looks current but feels incoherent.
A messaging-first approach inverts this process. The narrative hierarchy is defined before any layout decisions are made. Teams determine what must be understood first, what can be secondary, and what exists to reinforce trust. Design then becomes an exercise in emphasis and sequencing rather than decoration.
The implication for operators is control. When layout serves narrative hierarchy, changes can be made without destabilizing the message. This flexibility is critical as assortments, campaigns, and priorities evolve over time.
Translating positioning into visual emphasis
Strong positioning provides clear guidance for visual emphasis. It tells designers what deserves prominence and what should recede. Headlines, imagery, and calls to action are all informed by the same underlying logic. This alignment makes the homepage feel intentional rather than assembled.
When positioning is vague, visual emphasis becomes arbitrary. Designers are forced to guess what matters most, often defaulting to what looks balanced or exciting. This guesswork introduces inconsistency and weakens the message. Visitors sense this uncertainty, even if they cannot articulate it.
For experienced teams, translating positioning into visuals becomes a repeatable skill. It allows design systems to evolve without diluting meaning. Over time, this consistency reinforces brand recognition and trust.
How messaging-first redesigns age better and convert longer
Messaging-first redesigns age better because they are anchored in customer understanding rather than fashion. As visual styles cycle, the core narrative remains intact. Minor updates refresh the presentation without requiring wholesale change. This longevity reduces redesign fatigue and budget pressure.
From a conversion standpoint, these redesigns continue to perform because the fundamentals remain sound. Visitors understand what the brand offers and why it matters, regardless of minor aesthetic shifts. Conversion improvements persist because they are driven by clarity, not novelty. See how a Shopify redesign can clarify your brand positioning when the goal is comprehension, not novelty.
Operators who adopt this approach often find that redesign cadence slows naturally. Instead of reacting to trends, teams make changes when the business itself changes. This restraint is a competitive advantage.
Auditing Homepage Messaging Like an Operator
Evaluating homepage effectiveness requires more than subjective taste or internal consensus. Operators need a disciplined way to assess whether messaging is doing its job. A structured homepage audit reframes the conversation around evidence and impact rather than preference. This shift is essential for making confident decisions.
Operator-level criteria for homepage clarity
Operator-level criteria focus on comprehension and alignment rather than aesthetics. Can a new visitor articulate what the brand does after a few seconds? Do they understand who the product is for and why it is different? These questions matter more than whether the design feels modern.
Answering them requires stepping outside internal familiarity. Teams must evaluate the homepage as if they know nothing about the brand. This perspective is difficult to maintain but necessary. Without it, audits become exercises in confirmation rather than discovery.
Clear criteria create accountability. They allow teams to identify specific messaging gaps and prioritize fixes based on impact. Over time, this discipline improves decision quality across the site.
Signals that messaging is underperforming despite “good design”
There are consistent signals that indicate messaging problems even when design quality is high. High bounce rates from paid traffic, low engagement with key sections, and weak progression to product pages all suggest confusion. These metrics point to a failure to qualify and orient visitors effectively.
Qualitative feedback often reinforces these signals. Customers ask basic questions that the homepage should have answered. Sales and support teams report misunderstandings about offerings or pricing. These are symptoms of unclear messaging, not poor visuals.
For operators, recognizing these signals prevents misdiagnosis. Redesigning visuals in response only masks the issue temporarily. Addressing messaging restores alignment and improves performance more reliably.
Using qualitative and quantitative inputs together
Effective audits combine quantitative data with qualitative insight. Analytics show where visitors drop off, but they do not explain why. User recordings, surveys, and interviews provide context for those numbers. Together, they paint a fuller picture.
This combination helps teams avoid overreacting to isolated metrics. A dip in conversion may reflect a messaging mismatch rather than a design flaw. Understanding that distinction saves time and resources. It also leads to more targeted interventions.
Over time, teams that integrate these inputs develop sharper intuition. They learn to spot messaging issues early and address them before performance degrades. This proactive posture is a hallmark of mature operations.
Migration, Replatforming, and the Cost of Carrying Weak Messaging Forward
Platform changes amplify whatever already exists, for better or worse. During a Shopify migration, weak messaging becomes more visible because everything else is in flux. This moment of change can either entrench existing problems or finally resolve them. The choice has long-term consequences.
Why migrations amplify existing messaging problems
Migrations force teams to touch every part of the site. Content is reviewed, templates are rebuilt, and assumptions are questioned. If messaging is unclear, these decisions become harder. Teams debate structure and components without a shared understanding of purpose.
This ambiguity slows projects and introduces compromise. Messaging issues that were previously hidden behind familiar interfaces become blockers. The stress of timelines and budgets often pushes teams to defer fixes. Weak messaging is carried forward by default.
For operators, this amplification is a warning sign. It reveals the true cost of unresolved clarity issues. Addressing them during migration is more efficient than revisiting them later.
The danger of “lifting and shifting” weak narratives
“Lift and shift” migrations promise speed by preserving existing content. While this approach reduces immediate effort, it also preserves existing problems. Weak narratives are encoded into the new platform, where they continue to underperform. The opportunity for improvement is lost.
This danger is not always obvious during launch. The site functions, metrics stabilize, and the project is considered complete. Only later does it become clear that the migration did not unlock new growth. The same messaging limitations remain in place.
Operators who recognize this pattern treat migrations as strategic resets rather than technical chores. They insist on revisiting messaging fundamentals before locking in new structures. This discipline pays dividends long after launch.
How messaging clarity reduces migration risk
Clear messaging reduces migration risk by simplifying decisions. When the narrative is defined, teams know what content to prioritize and what can be retired. Design and development work proceeds with fewer reversals. Timelines become more predictable.
Clarity also improves post-launch performance. Visitors experience a coherent message immediately, rather than encountering the same confusion in a new wrapper. This continuity supports retention and acquisition during a vulnerable period.
From an operational standpoint, messaging clarity is a form of risk management. It ensures that the effort and cost of migration translate into meaningful improvement rather than neutral change.
Stewardship Means Resisting Trend Pressure Over Time
Once a homepage is clarified, the work is not finished. Ongoing stewardship is required to protect that clarity from erosion. Trend pressure is constant, and without discipline, messaging degrades incrementally. Long-term store stewardship exists to counter this drift.
How trend creep enters mature stores
Trend creep rarely arrives as a single decision. It enters through small updates, campaign pages, and incremental tweaks. Each change seems reasonable in isolation, but collectively they dilute the original message. Over time, the homepage becomes cluttered and unfocused.
This creep is often driven by good intentions. Teams want to stay relevant and responsive. Without clear guardrails, however, relevance becomes reactivity. Messaging loses coherence as competing priorities accumulate.
For operators, awareness of this pattern is critical. Preventing creep requires explicit standards for what belongs on the homepage and why. Stewardship enforces those standards consistently.
Governance models for homepage messaging
Effective governance assigns ownership of homepage messaging. Someone is responsible for maintaining clarity and evaluating proposed changes. This role is not about blocking innovation but about ensuring alignment. Decisions are made in service of the core narrative.
Governance also creates documentation. Positioning statements, audience definitions, and messaging principles are recorded and referenced. This shared language reduces friction as teams grow and change. New contributors understand the rationale behind existing choices.
For mature businesses, governance is what allows scale without dilution. It protects the homepage as a strategic asset rather than a dumping ground for initiatives.
Long-term performance benefits of disciplined restraint
Disciplined restraint feels counterintuitive in fast-moving markets, but it delivers long-term benefits. A stable, clear homepage builds familiarity and trust. Visitors know what to expect and feel comfortable returning. Performance becomes more predictable.
This restraint also frees resources. Instead of constant redesigns, teams focus on optimizing fundamentals. Incremental improvements compound over time. The homepage works harder without demanding constant attention.
Operators who practice restraint often outperform more reactive competitors. Their clarity becomes a differentiator precisely because it is rare. Over time, this consistency builds brand equity that trends cannot replicate.
Making the Homepage Earn Its Traffic Budget
Every visit to the homepage represents real cost, whether through paid acquisition, content investment, or brand building. Treating the homepage as a revenue asset requires holding it accountable. For teams seeking an external perspective, a focused strategy session can help identify where messaging is underperforming and why. The goal is not perfection, but effectiveness.
Treating the homepage as a performance surface
A performance surface is evaluated by outcomes, not aesthetics. The homepage should be judged by how efficiently it converts attention into understanding and action. This framing shifts conversations away from taste and toward impact. Decisions become easier when tied to performance.
Viewing the homepage this way also clarifies trade-offs. Not every message can be equally prominent. Prioritization is necessary. Performance-oriented teams accept this and make explicit choices about what matters most.
Over time, this mindset elevates the role of messaging. It becomes a lever for growth rather than a layer applied at the end. The homepage earns its place in the budget by delivering results.
What to fix first when messaging underperforms
When messaging underperforms, the instinct is often to rewrite everything. A more effective approach is to fix the highest-leverage elements first. The primary headline, subhead, and above-the-fold structure usually offer the greatest return. Small changes here can produce outsized impact.
Fixing these elements requires clarity about audience and value. Without that clarity, rewrites become iterative guesswork. Teams chase wording without resolving meaning. Progress stalls.
Operators who focus on leverage make faster gains. They address core misunderstandings before refining nuance. This sequencing respects both time and budget constraints. This checklist on what store owners get wrong about modern Shopify store design helps separate aesthetics from performance.
The compounding advantage of clear positioning
Clear positioning compounds because it improves every interaction that follows. Acquisition becomes more efficient as ads align with onsite messaging. Conversion improves as visitors understand what they are buying. Retention strengthens as expectations are met.
This compounding effect is why messaging matters more than design trends. Trends deliver spikes; clarity delivers slopes. Over time, those slopes outperform any temporary lift. The homepage becomes a stable engine rather than a recurring project. For more operator perspective, read what experienced Shopify merchants prioritize first before investing in homepage changes.
For experienced operators, this realization changes priorities. Design remains important, but it is no longer the hero. Clear messaging takes that role, quietly driving performance quarter after quarter. That’s why stable Shopify stores often outperform flashy ones once messaging and positioning are disciplined.