- Understanding something new is hard.
- Even a world-class product, poorly positioned, can fail.
- Positioning is finding the best frame of references for a product.
- There are lots of offerings vying for a limited attention.
- 2 Traps that we can fall into
- Stuck on the idea of what we want to build even as our product has become something else.
- Designed for a market that has changed.
How to avoid these traps?
- Be deliberate about positioning and don't fall to default. It's not cake on a stick - it's a cake-pop.
- Always be considering alternatives - what is special about this? How would this stack up or be informed by other verticals.
- Competitive advantage
- Unique attributes
- Value and proof
- Target market characteristics
- Market category
- Relevent trends