Choose a Market That Highlights Your Strengths

Your positioning should be designed to make your strengths obvious to the customers you want to sell to.

This means choosing a market category where:

• Your unique attributes are highly valued: The things that make you different are the things that your target customers care about the most.
• Your weaknesses are less important: The things that you don't do as well as the competition are not as important to your target customers.
• You have a clear and sustainable competitive advantage: You can win in this market, and you can continue to win over the long term.

Don't try to be everything to everyone. Choose a market where you can be a star, and then focus all of your energy on winning in that market.

Related Concepts:

• Any Product Can Be Positioned in Multiple Markets
• Big Fish, Small Pond
• The 10-Step Positioning Process