How to Position Your Product For Success

Six Steps to Nail Your Positioning

Insight from Obviously Awesome

Top operators take on the responsibility for the delivery of your product. You gotta meet your customers' needs.

That's where positioning comes in. Positioning isn’t only about how the product works or how to acquire customers. Our job is to ensure we deliver in a way that resonates with our target customers.

And to do that, we need to understand what our customers need and how we can deliver it better than anyone else.

But please don't use a position statement like this:

A position statement is a vague sentence people use to feel better about themselves.

The worst part of a position statement is that it assumes you know the answers, reinforces the status quo, and doesn't give you hints on the future.

Try breaking down the statement into 6 components. Those 6 sections are:

• Competitive Alternatives: What customers would do if your solution didnt exist

• Unique Attributes: Features and capabiities that you have and the alternatives lack

• Value (and proof): The benefit that those features enable for customers

• Target Market Characteristics: The characteristics of a group of buyers that lead them to care a lot about the value you deliver.

• Market Category: The market you describe yourself as being a part of, to help customers understand your value

• Relevant Trends: Trends that your target customers understand and/or interested in that can help you make your product more relevant right now

Learn More: Here is a positioning template you can steal