Don't Let Trends Overshadow Your Market

A trend should be used to enhance your positioning, not to replace it. You still need to have a clear Market Category that helps customers to understand what your product is.

A common mistake is to get so excited about a trend that you forget to tell people what you actually do. For example, a company that describes itself as "the sharing economy for pets" is using a trend to create a cool-sounding but ultimately baffling positioning. A much clearer positioning would be "a marketplace for pet services."

The trend should be the "spice," not the "main course." It should be used to add flavor and interest to your positioning, but it shouldn't be the only thing you talk about.

First, make sure that your market category is clear and understandable. Then, and only then, should you think about layering on a trend to make your positioning even more powerful.

Related Concepts:

• Trends Add Relevance and Urgency
• The Three Circles of Positioning
• Boring is Better Than Baffling
• Trends are Optional
• Market Category