A quickstart guide to positioning

The components are:

Competitive alternatives

Differentiated “features” or “capabilities”

Value for customers

Target customer segmentation

Market category

Positioning is like context setting for products. It’s a bit like the opening scene of a movie.

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.

most products could easily be positioned in multiple different market categories, with different competitors, providing a different value for different kinds of customers.

‍“Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about.”

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

you’ll first need to identify the two basic groups that will be involved in planning: the Leadership group and the individual Teams.

The 5 Components of Positioning: 1) Competitive Alternatives 2) Differentiated “Features” or “Capabilities” 3) Value for customers 4) Target Customer Segmentation 5) Market Category

Positioning is like context-setting for products. It’s a bit like the opening scene of a movie.