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

Often, you’re too close to your product to realize that the market doesn’t think about it the way you do.

Value is the benefit you can deliver to customers because of your unique attributes.

In the early days of a company, when you are still learning about what customers love and hate about your offering, you need to get your product in front of a fairly wide set of potential customers. Test your offering on this diverse audience so you can see patterns emerge.

From a marketing and sales perspective, smaller subsegments are easier to reach and target, and gaining traction in a market that is more homogeneous is generally easier. List building is easier when you are targeting a subsegment, as is getting in front of groups of prospects. Your value proposition can be highly targeted to these prospects and yo

When customers encounter a product they have never seen before, they will look for contextual clues to help them figure out what it is, who it’s for and why they should care. Taken together, the messaging, pricing, features, branding, partners and customers create context and set the scene for the product.

Market categories help customers use what they know to figure out what they don’t.

STEP 5. Isolate Your Unique Attributes or Features

every product can be positioned in multiple ways and often the best position for a product is not the default.

STEP 1. Understand the Customers Who Love Your Product