Boring is Better Than Baffling

When it comes to positioning, clarity is king. It's always better to have a positioning that is clear and understandable, even if it's a bit "boring," than to have one that is "cool" but confusing.

The goal of positioning is to help customers to quickly and easily understand what your product is, who it's for, and why it's special. If your positioning is confusing, it will fail at this fundamental task.

This is especially important to remember when you are thinking about using a trend in your positioning. A trend can be a powerful tool, but only if it helps to clarify your message. If it just adds another layer of complexity, it will do more harm than good.

So, before you jump on the latest bandwagon, ask yourself: "Does this trend make my positioning clearer, or does it just make it more confusing?" If the answer is the latter, it's best to stick with a more straightforward approach.

Related Concepts:

• Trends Add Relevance and Urgency
• The Three Circles of Positioning
• Don't Let Trends Overshadow Your Market
• Trends are Optional