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A quickstart guide to positioning
history teaches us that companies that create market categories often lose in the long run to companies that gained a market foothold after the hard work of creating the category was already done.
April Dunford • A quickstart guide to positioning
The components are:
Competitive alternatives Differentiated “features” or “capabilities” Value for customers Target customer segmentation Market category
April Dunford • A quickstart guide to positioning
most products could easily be positioned in multiple different market categories, with different competitors, providing a different value for different kinds of customers.
April Dunford • A quickstart guide to positioning
Good positioning sets off a set of assumptions about my product that are true. Bad positioning sets off a set of assumptions about my product that aren’t true—leaving your sales and marketing teams to do the work of undoing the damage your positioning has already done.
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
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
“Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about.”
April Dunford • A quickstart guide to positioning
you’ll first need to identify the two basic groups that will be involved in planning: the Leadership group and the individual Teams.
April Dunford • A quickstart guide to positioning
We start with Competitive Alternatives, or what would customers do if our solution didn’t exist. Once we have that, we can ask ourselves, “What do we have that the alternatives do not?” That gives us a list of Differentiated features or Key Unique Attributes. We can then go down that list and ask ourselves, “So what for customers?” Put another way,... See more