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

by April Dunford

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

If we fail at positioning, we fail at marketing and sales. If we fail at marketing and sales, the entire business fails.

Even a world-class product, poorly positioned, can fail.

“If you’re a baker, making bread, you’re a baker. If you make the best bread in the world, you’re not an artist, but if you bake the bread in the gallery, you’re an artist. So the context makes the difference.” MARINA ABRAMOVIĆ

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

The good news: if you position yourself in an existing market, you don’t have to teach buyers too much about the category itself and you can rely on what they already know. The bad news: if you rely on what buyers already know, you need to fit within their existing definition if you want to win.

Timing is also important in creating a new category.

“The future isn’t a place we are going to go, it’s a place we get to create.” Nancy Duarte

“If you change the way you look at things, the things you look at change.” WAYNE DYER