Aspects of great positioning - Deepstash
Beat Procrastination

Learn more about startup with this collection

How to create a productive environment

The importance of self-care in productivity

How to avoid distractions

Beat Procrastination

Discover 99 similar ideas in

It takes just

11 mins to read

Aspects of great positioning

Aspects of great positioning

Most products are exceptional when we understand them within their best frame of reference. 

Great positioning considers all these aspects:

  • The customer’s point of view on the problem you solve and other ways of solving that problem.
  • The ways you are uniquely distinct from those alternatives and why that’s meaningful for customers.
  • The characteristics of a potential customer that values what you can uniquely deliver.
  • The best market context for your product that makes your unique value obvious to those customers who are best suited to your product.

31

88 reads

MORE IDEAS ON THIS

The 10-step positioning process

  1. Understand the customers who love your product
  2. Form a positioning team
  3. Align your positioning vocabulary and let go of your positioning baggage.
  4. List your true competitive alternatives
  5. Isolate your unique attributes or features
  6. Map the attributes to va...

34

71 reads

The five (plus one) components of effective positioning

  1. Competitive alternatives. What would your customers do if your solution didn’t exist?
  2. Unique attributes. The features and capabilities that you have and the alternatives you lack.
  3. Value (and proof). The benefit that those fea...

32

82 reads

Determine who cares a lot

Determine who cares a lot

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.

31

47 reads

Isolate and map your unique attributes or features

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 va...

31

43 reads

Putting positioning into play

Putting positioning into play

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 

  • How to define the problem
  • ...

32

42 reads

Layer on a trend

Layer on a trend

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.

  • Only use trends when they have a clear link to your product.
  • Use a...

31

37 reads

Align your positioning vocabulary and let go of your positioning baggage

Align your positioning vocabulary and let go of your positioning baggage

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 creat...

31

47 reads

List your true competitive alternatives

List your true competitive alternatives

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.

31

49 reads

Find a market frame of reference that puts your strengths at the centre

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:

  • Positioning...

33

42 reads

The signs of weak positioning

  • Your current customers love you, but new prospects don’t understand what you’re selling.
  • Your company has long sales cycles and low close rates, and you’re losing out to the competition.
  • You have high customer churn.
  • You’re under price pressure.

32

128 reads

Understand the customers who love your product

Understand the customers who love your product

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.

31

61 reads

Form a positioning team

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:

  • Marketing: mes...

31

53 reads

Capture Your Positioning so It Can Be Shared

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.

31

36 reads

The importance of positioning

The importance of positioning

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...

33

146 reads

CURATED FROM

CURATED BY

tapra

Geologist

How to find your product’s “secret sauce” and then sell that to those who desire it.

Related collections

More like this

Customer Discovery Hypotheses

Customer Discovery Hypotheses

Different kinds of hypotheses reflect different stages of your Customer Discovery journey:

  1. Problem Hypothesis: Validate the problem you’re looking to solve. Is it an actual problem? What’s the scope of it? Why does the problem exist? 
  2. Solution Hypothesi...

A Hot List Of Your Best Customers

A Hot List Of Your Best Customers

The best list of all is your own customer list.

Nothing will add to your bottom line as fast as selling something new to your existing customers and sourcing new prospects.

Characteristics of “Hot” Lists

  • Recency (most important): The more recently a person has purchased...

#2: Your Engagement Machine

#2: Your Engagement Machine

The best go-to-market strategies stand on data and are driven by quick actions. 

One of the best ways to set up those moves is to construct an engagement machine with your product.

stash-superman-illustration

Explore the World’s

Best Ideas

200,000+ ideas on pretty much any topic. Created by the smartest people around & well-organized so you can explore at will.

An Idea for Everything

Explore the biggest library of insights. And we've infused it with powerful filtering tools so you can easily find what you need.

Knowledge Library

Powerful Saving & Organizational Tools

Save ideas for later reading, for personalized stashes, or for remembering it later.

# Personal Growth

Take Your Ideas

Anywhere

Organize your ideas & listen on the go. And with Pro, there are no limits.

Listen on the go

Just press play and we take care of the words.

Never worry about spotty connections

No Internet access? No problem. Within the mobile app, all your ideas are available, even when offline.

Get Organized with Stashes

Ideas for your next work project? Quotes that inspire you? Put them in the right place so you never lose them.

Join

2 Million Stashers

4.8

5,740 Reviews

App Store

4.7

72,690 Reviews

Google Play

Sean Green

Great interesting short snippets of informative articles. Highly recommended to anyone who loves information and lacks patience.

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!

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.

samz905

Don’t look further if you love learning new things. A refreshing concept that provides quick ideas for busy thought leaders.

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.

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.

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!

Jamyson Haug

Great for quick bits of information and interesting ideas around whatever topics you are interested in. Visually, it looks great as well.

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

Supercharge your mind with one idea per day

Enter your email and spend 1 minute every day to learn something new.

Email

I agree to receive email updates