status quo: 30% of deals are lost due to indecision. excel sheets, interns, pen and paper you have to position towards those too. win against alternatives.

It is ok if your grandmother does not understand it. Does your buyer understand? Unless you are building for grandma, useless.

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.

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.

"Positioning seems to be important folks, if wrong everything sucks, if get it right we make a bunch of money "

Great positioning will feel obvious. "Of course, that is what it is. What else could it be? " feeling.

After positioning is done, then it does not finish. the next is telling the story, so sales can use it.

Steps of positioning: - scope competitive alternatives: status quo and shortlist - chart out differentiating capabilities- translate them into values: so what - theme/bucket the values 2 or 3 - chart the characteristics target account- what market category or context I am in

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