Should we forget positioning?

Tom Asacker at 'a Clear Eye' has written a new book and discusses one of the key ideas late in the book - that positioning is passé.

I am not sure that I totally agree with Tom in this one but it does get you thinking. Tom suggests that we should as marketers, turn our focus away from focussing on the position of the product in the prospect's mind and focus on a memorable commercial attitude. But perhaps this is just another way of positioning the product. What are your thoughts?

Tom Asacker: W.C. Fields on attitude