The great positioning fallacy is that the best product wins. We all scoff and say, "Of course, Salesforce isn't the best CRM!"...but then when we go sell our own products we say things like: "We're a better ____ for ____." "We're a better way to ______." "We're better than _____ at ____." At its very best, positioning is about aligning your strongest competitive advantages with your buyers' decision-making process. That's why when I do positioning work, I look at three additional dimensions beyond product capabilities (i.e., what makes a product "better" at doing the job). I look at... - Credibility (why buyers should trust you with their money) - Convenience (what makes a product easier to buy) - Cost (the relative expense associated with buying something) If positioning is about showing up in your ideal buyers' world as the best option, then make sure you really understand how your buyers evaluate their options and shape your message accordingly.
Emma Hughes
1mo
Thanks—this is great advice. Is 'uniqueness' part of this, or is true uniqueness a thing of the past, in most circumstances, Jon Itkin?
Greg Coticchia
1mo
Different is Better......https://www.linkedin.com/pulse/20140928205535-157740-different-is-better/
Mythri M.
1mo
Great insights! Positioning is truly about more than just product capabilities.
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1moAnd then, there is a tremendous momentum that comes with being the category leader. Salesforce might not be the best CRM, but it's still the most chosen one. And that's why positioning is so important. The better you can align your strongest competitive advantages with your buyers' decision-making process, the more chance you have to end up in the consideration set.