Let Go of Positioning Baggage

"Positioning baggage" is the collection of historical assumptions, biases, and attachments that a team has about their product. It's the story of how the product was conceived, built, and launched, and it can be a major obstacle to effective positioning.

This baggage can prevent a team from seeing their product in a new light and exploring alternative positioning strategies. They may be so attached to the original vision for the product that they are unable to see what it has actually become, or what it could be.

To find the best position for a product, it's essential to consciously set aside this baggage and approach the positioning process with an open mind. This means being willing to:

Challenge long-held assumptions: Question everything you think you know about your product, your customers, and your market.
Consider new possibilities: Be open to the idea that your product could be positioned in a completely different way than you have ever imagined.
See the product through the customer's eyes: Remember that customers don't have the same baggage as you do. They are encountering your product for the first time, with a fresh perspective.

By letting go of your positioning baggage, you can free yourself to find the position that will give your product the best chance of success.

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