What is positioning?
Positioning does not explain all the details of what a product does and especially how. Positioning is not even about your product, it is about the perception of the prospect, customer, or investor regarding your product.
This is a critical point: the answers to a positioning problem are outside of your product and even your company; they are in your prospect’s mind. In other words, the way you describe and position your product should be dictated by your customers and prospects, and not by product features or internal expertise.
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