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

They are approaching the solution to their problem with a clean slate and little knowledge of what “state of the art” in your domain looks like.

2. Big Fish, Small Pond: Positioning to win a subsegment of an existing market

Customers need to be able to easily understand what your product is, why it’s special and why it matters to them.

Companies tend to shy away from this style because they are worried that moving from targeting the entire market to just a small piece of it will mean less opportunity. In reality the opposite is frequently true: you are simply unselecting the part of the market that was never going to buy your product anyway in order to focus only on customers whe

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

(except in the very rare case where you make a conscious decision to create a new market—which we’ll discuss later in this step).

technology, we can think of market categories as groups of solutions that are similar and compete with each other. Accounting software, group chat, security systems, networking solutions—these are all market categories. Trends in technology can be applied to multiple market categories. Blockchain technology, artificial intelligence (AI) and augment

For service companies, the skills of the team are the obvious choice, but experience with a particular kind of project or company can also be a powerful attribute.

Companies tend to shy away from this style because they are worried that moving from targeting the entire market to just a small piece of it will mean less opportunity. In reality the opposite is frequently true: you are simply unselecting the part of the market that was never going to buy your product anyway in order to focus only on customers whe