Deliberate Positioning is a Choice

Positioning is not something that just happens. It is a deliberate, strategic choice that has a profound impact on a business's success. Many product creators fail to recognize this and instead fall into the trap of accepting a "default" position for their product, often without even realizing it.

The default position is usually based on the original idea for the product, or the most obvious market category it could fit into. However, the best position for a product is often not the most obvious one.

By deliberately choosing a position, you can:

• Highlight your product's unique strengths: You can choose a market frame of reference that makes your product's differentiators more obvious and valuable to customers.
• Attract the right customers: A well-chosen position will resonate with the customers who are the best fit for your product, leading to higher satisfaction and lower churn.
• Create a new market category: In some cases, you can even create a new category of your own, where you are the clear leader.

The key is to recognize that every product can be positioned in multiple ways. The process of positioning is about systematically evaluating these options and choosing the one that gives your product the best chance of success.

Related Concepts:

• Context Shapes Perception of Value
• The Two Traps of Positioning
• Positioning from Database to Data Warehouse