Here is a short summary of one of my favorite books, as it opened my eyes on positioning. Why does positioning matter?
Many businesses and startups fail to communicate their product to customers. At the same time, customers cannot grasp the unique and obvious value of those innovative products. They are more to use market categories to mentally classify solutions and give them context.
Positioning the company goals, values, and products in the correct context is the foundation for a strong marketing strategy. It also defines your unique value proposition and the market that you care about. Poor or incorrect positioning may lead an outstanding product to fail quickly. A better way to position your company is to identify your unique strengths and bring them forward to customers.
The book Obviously Awesome: How to nail product positioning so customers get it, buy it, love it, I love it because if offers a workflow! A step by step guide on the context about your product and how it can benefit your customers. In her book, April Dunford recommends specific steps how to avoid the “Default” product positioning which is common and dangerous.
Startups tend to shift away from their original ideas and move into a different market, while they progress with new innovative products. The startup can lose clarity, and so their customers. It is the values and market position of the product that matters most.
Repositioning yourself is your unique advantage that makes you stand out from the crowd in the market. Telling your customer how you can help them and offer added value, it makes a difference. Centering your repositioning around who would care about your ideas and products is a great way to maximize your ROI on your marketing and sales strategies.
Your new positioning can have a positive impact and ensure the changes align with your strategic change.