Positioning
In one sentence
Positioning is making it obvious who your product is for and why it's the best choice for them.
The simple version
If people don't 'get' your product in a few seconds, they move on. April Dunford's method starts not with what you wish you were, but with what customers would use if you didn't exist, what's unique about you, and who cares most about that.
- 1Competitive alternatives
- 2Unique attributes
- 3Value
- 4Best-fit customers
- 5Market category
Why it matters
Good positioning makes marketing easier, sales faster and prices higher — without changing the product.
How to do it
- 1List the competitive alternatives (what customers would do without you).
- 2List what you have that they don't.
- 3Turn those features into value for customers.
- 4Find the customers who care most about that value.
- 5Pick a market category that makes your strengths obvious.
Real-world example
A note-taking app struggling against Evernote repositions as 'the knowledge base for remote teams' — suddenly its collaboration features look like the point, not an extra.
What the books say
Positioning defines how your product is the best in the world at delivering some value that a well-defined set of customers cares a lot about.
Common mistakes
- Starting with a catchy tagline before the strategy.
- Trying to appeal to everyone.
- Ignoring 'do nothing' or spreadsheets as competitors.
Questions people ask
How is positioning different from branding?
Positioning is the strategy (who it's for, why it's better). Branding is how you express it (name, look, voice).
References
- [1]
More books on this in the library
Positioning: The Battle for Your Mind
Al Ries and Jack Trout's groundbreaking book introducing the concept of positioning - how to differentiate your product in the customer's mind.
Who: The A Method for Hiring
Geoff Smart and Randy Street's systematic approach to hiring top talent. Essential for founders who need to build great teams but haven't hired much before.
Who
Written by Geoff Smart and Randy Street, 'Who' focuses on the importance of hiring the right team members for startups. It presents a 4-step method for successful hiring and includes interviews with high-profile leaders, aiming to help businesses avoid costly hiring mistakes.
LOVED: How to Rethink Marketing for Tech Products
Silicon Valley veteran Martina Lauchengco's definitive guide to product marketing for tech products. Part of the bestselling SVPG series, this book explains the four fundamentals of product marketing and how great products can win in the market.
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
Outlines 22 fundamental marketing laws like Leadership (be first) and Focus (own a word) for startups to build dominant positions and acquire customers by creating categories. Use cases include Starbucks owning 'premium coffee'; vs Traction Channels, prioritizes mental positioning over tactical distribution for long-term customer loyalty. Key for go-to-market strategies in competitive markets.
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
April Dunford's step-by-step guide to positioning products for maximum market success, based on her experience with dozens of B2B technology companies.
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