STRAATEGY_SCRAAPS v180
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
Often a category emerges when an enabling technology, a shift in customer preferences and a supporting ecosystem manage to come together at once. If your product cannot be well positioned in any existing category, this might be a good option for you.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
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
April Dunford • A quickstart guide to positioning
First, this style requires that the category is well defined and there’s a clear market leader—and you’re not it. People must understand what you mean when you talk about the category. We all know what a vacuum cleaner or a car or bubble gum is, and we understand the basic buying criteria in these categories: vacuum cleaners should have good suctio
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