That's the million $ question Trevor.

I've often asked myself that over the years, after first reading about the concept via Gordon and his posts about one Harvey Brody.

I've come to liken it to a unique selling proposition on steroids.

Basically you need to come up with something that enough people want it (to be economically viable) and they can't get it anywhere else.

One way to create a toll position is through positioning... positioning yourself or positioning a product or service your providing through the use of books, articles, speaking engagements and even advertising.

The goal would be to achieve a level of authority or excellence or something of value that no one else is or can provide in the perception of the customer, client or prospect.

Dan Kennedy for instance created a toll position by writing 20-something books.

The thing is in order to build or create a toll position it's either going to take time, money or some sort of resource. Toll positions do not come easily or quickly without some sort of 'skin' in the game.

Don Alm's many advertising concepts are all toll position types of activities. He's out there creating a toll position (and value) by doing something most others refuse, face-to-face selling. That cold calling is his 'skin' in the game.

What type of 'skin' you're looking to invest will determine which direction you should be looking for your own toll position.

But keep in mind no matter what toll position it is, it has to be of recognizable value to enough people to make it economically worth your while– putting up a toll booth on an abandon road gets you nothing.