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

Trap 2: You carefully designed your product for a market, but that market has changed.

Attributes or features are a starting point, but what customers care about is what those features can do for them.

The features of our product and the value they provide are only unique, interesting and valuable when a customer perceives them in relation to alternatives.

Suddenly a clear pattern emerged: all of our customers could look like these very happy ones if we focused our marketing and sales efforts on companies with characteristics similar to the ecstatic fans.

I encourage teams not to get their positioning too far ahead of their business objectives. Think about your sales targets for this year and how many sales you need to make to achieve them. Could you hit your targets by focusing on only your best-fit customers? If the answer is no, you need to broaden your definition of “best-fit.”

one of the best advantages of this style is that once you begin to get traction with some customers, your advantage in the subsegment tends to accelerate quickly. For example, if you are targeting law offices or banks, success with even a single customer is directly applicable to the next customer and can help move the next deal along quickly. Comm

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

If unique attributes are your secret sauce, then value is the reason why someone might care about your secret sauce.

Your target market is the customers who buy quickly, rarely ask for discounts and tell their friends about your offerings.

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