Positi on ing:  how  your  product  is  the  best  in  the  world  to  deliver  some  value  that  a  certain  well  defined  set  of  customers  cares  a  lot  about.  What  value  can y ou  deliver  no  on e  else  can?  Who  cares  about  this  value? 

1.  Differentiated  Value:  what  do  you  have  to positi on   against?  Status  Quo, 

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Personas are people, sales reps who are the end-user, Eric the IT person, and Janet the sales rep, John the champion in the account (the most important).

In B2B you segment the market on anything i.e folks have a creative system and use this particular packaging on regular use. there is no person, we are talking about a company.

Segmentation versus personas: Confusion comes from B2b versus B2C. Consumer it is similar: segments are people so that is like a persona.

if you are saying all types of people are loving our product, you are not seeing the pattern yet. once you see the pattern then you are ready.

Example: Segway is archetypal wrong in positioning. He went on the next level of human transport, but then it comes to this thing on good morning America. everyone is disappointed. they can not place it.

Positioning and branding are different too. Positioning inputs into branding.

Messaging versus positioning: they are distinct, and positioning is the fundamental input to the messaging.

how customers buy:1- somebody VP of sales get a CRM it sucks. 2- John is tasked to do it. 3- then he googles 90K companies 4- they figure out to make a shortlist, and have a justification. 5- you have to help the customer with step 4, if they can not they will go back to the status quo, the thing that sucks stays. that excel sheet stays.