First, this style requires that the category is well defined and there’s a clear market leader—and you’re not it. People must understand what you mean when you talk about the category. We all know what a vacuum cleaner or a car or bubble gum is, and we understand the basic buying criteria in these categories: vacuum cleaners should have good suctio

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

She immediately diagnosed what had been impeding the sales team: a lack of clear, repeatable messages that communicated the product's value, not just features. Along with that, the sales team needed a better understanding of which prospective customers were most likely to buy, rather than just relying on their Rolodexes. She also recognized the pro