Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

by April Dunford

You’ve got a cool product, but nobody understands it. You think it’s simple, but customers don’t. They compare your products with those that are nothing like it.

Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.

What is positioning

I like to describe positioning as “context setting” for products.

Customers need to be able to easily understand what your product is, why it’s special and why it matters to them.

“It’s no use of talking unless people understand what you say.”

what they would use if our database didn’t exist,

Great question to ask users

Understand what a customer might replace you with in order to understand how they categorize your solution.

Features enable benefits, which can be translated into value in unique customer terms.