Don't Start with the Product

A common mistake in the positioning process is to start by focusing on the product and its features. While it's natural to be excited about what you've built, this "inside-out" approach can lead to a positioning that is disconnected from the customer's reality.

The problem with starting with the product is that it unconsciously frames the discussion around a set of competitors that may not be relevant to the customer. You may be obsessed with a rival startup, but your customers may have never heard of them and are simply comparing your product to a spreadsheet.

A more effective approach is to start with the customer's perspective. By first understanding their needs, goals, and Competitive Alternatives, you can then position your product in a way that resonates with their reality.

This "outside-in" approach ensures that your positioning is:

• Customer-centric: It speaks to the customer's needs and in their language.
• Relevant: It addresses the problems that they are actually trying to solve.
• Differentiated: It highlights your unique value in a way that is meaningful to them.

By starting with the customer, you can avoid the trap of building a positioning strategy that is based on your own assumptions and biases, and instead create one that is grounded in the reality of the market.

Related Concepts:

• Start with Your Best Customers
• Look for Patterns in Your Best Customers
• The Five Components of Effective Positioning