Choose a Market Frame of Reference Deliberately

Your market frame of reference is the "box" that you put your product in. It's the context that helps customers to understand what your product is, who it's for, and why it's special.

It's a common mistake to simply default to the market that you had in mind when you first conceived your product. But as your product and the market evolve, that original market may no longer be the best fit.

Instead of defaulting, you should deliberately choose a market frame of reference that:

• Makes your value obvious: It should highlight your product's unique strengths and make them easy for customers to understand.
• Resonates with your target customers: It should be a market that your target customers already understand and care about.
• Gives you a competitive advantage: It should be a market where you can win.

By deliberately choosing your market frame of reference, you can set the stage for a successful positioning strategy.

Related Concepts:

• Three Ways to Find Your Market
• Three Styles of Market Positioning
• Market Category