Learn more about startup with this collection
How to create a productive environment
The importance of self-care in productivity
How to avoid distractions
Positioning is intentionally defining how you are the best at something that a defined market cares about. Customers need to quickly understand your product, why it's unique and why it is important to them.
Positioning is vital to every tactic we use, every campaign we launch, every bit of content we create, and every sales pitch we make. If we fail at positioning, we fail at marketing and sales, and the entire business is at risk of dying.
22
71 reads
21
65 reads
Most products are exceptional when we understand them within their best frame of reference.
Great positioning considers all these aspects:
21
39 reads
21
37 reads
22
29 reads
Your best-fit customers hold the key to understanding what your product is.
Make a shortlist of your best customers. The best customers understood your product quickly and bought from you quickly. They referred you to other companies and acted as a reference for you.
21
23 reads
A positioning process works best when it’s a team effort from different functions within the company as they can bring a unique perspective to how customers perceive and experience the product.
Consider these outputs that all flow from positioning:
21
19 reads
We have to consciously set aside our old ways of thinking to consider possible new ways to think about a product. This can be done with a common positioning vocabulary.
Get the agreement from the team that the product may no longer be best positioned in the way it was created with a certain market and audience in mind.
21
16 reads
Understanding the customer’s problem isn’t enough. It is also important to understand the alternatives you are compared to.
To do that, you need to understand who your real competitors are in the minds of customers. Grouping the alternatives can help the team move to the next step.
21
16 reads
List all of your capabilities that the alternatives don't, then group them broadly into "themes". To group points of value, take the perspective of a customer.
For example, attributes like “works on any mobile device” or “works without an internet connection” provide value to customers who would like to use the solution in locations with intermittent or no Wi-Fi. You could group those attributes as “supports remote environments.”
21
12 reads
Once you have a good understanding of the value that your product delivers, then look at which customers really care about that value.
An actionable segmentation captures a list of easily identifiable characteristics of a person or company that make them really care about what you do.
The segment needs to be big enough that it’s possible to meet the goals of your business, and have important, specific, unmet needs that are common to the segment.
21
13 reads
Pick a market frame of reference that makes your value evident to those who care about that value.
When you choose to position within a specific market, you give your prospects clues about what products they should compare you with.
Some ways to do this:
22
11 reads
You can use a current trend to your advantage if it helps to reinforce your position and the value of your offerings. Aligning with a trend can help make your offering look current and relevant.
21
12 reads
Once you have worked through your positioning, you need to share it across the organisation.
Positioning needs to have company buy-in so it can be used to inform branding, marketing campaigns, sales strategy, product decisions and customer-success strategy.
21
11 reads
Once you have completed a positioning exercise, you can consider how to define a story of how a salesperson would pitch the product. The aim is that everyone agrees on how the positioning will translate into a pitch.
The team needs to agree on
Next, the marketing team will translate that into messaging to be used in marketing and sales materials, campaigns and the website.
21
13 reads
CURATED BY
How to find your product’s “secret sauce” and then sell that to those who desire it.
“
Related Collection
MORE LIKE THIS
Ready for the next level?
Read Like a Pro
Explore the World’s
Best Ideas
Save ideas for later reading, for personalized stashes, or for remembering it later.
Start
31 IDEAS
Start
44 IDEAS
# Personal Growth
Take Your Ideas
Anywhere
Just press play and we take care of the words.
No Internet access? No problem. Within the mobile app, all your ideas are available, even when offline.
Ideas for your next work project? Quotes that inspire you? Put them in the right place so you never lose them.
Start
47 IDEAS
Start
75 IDEAS
My Stashes
Join
2 Million Stashers
4.8
5,740 Reviews
App Store
4.7
72,690 Reviews
Google Play
samz905
Don’t look further if you love learning new things. A refreshing concept that provides quick ideas for busy thought leaders.
“
Sean Green
Great interesting short snippets of informative articles. Highly recommended to anyone who loves information and lacks patience.
“
Shankul Varada
Best app ever! You heard it right. This app has helped me get back on my quest to get things done while equipping myself with knowledge everyday.
“
Ashley Anthony
This app is LOADED with RELEVANT, HELPFUL, AND EDUCATIONAL material. It is creatively intellectual, yet minimal enough to not overstimulate and create a learning block. I am exceptionally impressed with this app!
“
Jamyson Haug
Great for quick bits of information and interesting ideas around whatever topics you are interested in. Visually, it looks great as well.
“
Laetitia Berton
I have only been using it for a few days now, but I have found answers to questions I had never consciously formulated, or to problems I face everyday at work or at home. I wish I had found this earlier, highly recommended!
“
Ghazala Begum
Even five minutes a day will improve your thinking. I've come across new ideas and learnt to improve existing ways to become more motivated, confident and happier.
“
Giovanna Scalzone
Brilliant. It feels fresh and encouraging. So many interesting pieces of information that are just enough to absorb and apply. So happy I found this.
“
Read & Learn
20x Faster
without
deepstash
with
deepstash
with
deepstash
Access to 200,000+ ideas
—
Access to the mobile app
—
Unlimited idea saving & library
—
—
Unlimited history
—
—
Unlimited listening to ideas
—
—
Downloading & offline access
—
—
Personalized recommendations
—
—
FAQ
Claim Your Limited Offer
Get Deepstash Pro
Supercharge your mind with one idea per day
Enter your email and spend 1 minute every day to learn something new.
I agree to receive email updates