Part 1: Finding Your Thing's Essence
The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect's wall of indifference.
Al Ries • Positioning: The Battle for Your Mind
Concept
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Positioning is like context-setting for products. It’s a bit like the opening scene of a movie.
April Dunford • A quickstart guide to positioning
Your positioning context sets off a really powerful set of assumptions about who your product competes with, what features your product should have, who the product is intended for, and even things like what the product should cost.
April Dunford • A quickstart guide to positioning
Strong positioning is centered on what a product does best. Once you have a list of competitive alternatives, the next step is to isolate what makes you different and better than those alternatives.