Look for Patterns in Your Best Customers

Once you have a list of your best customers, the next step is to look for patterns and commonalities among them. This analysis will provide you with the raw material for building your positioning.

The goal is to understand:

• What makes them your best customers? What are the specific characteristics that set them apart from other, less-satisfied customers?
• Why do they love your product? What specific value are they getting from it? What are their favorite features?
• How do they see the world? What are their goals, challenges, and pain points? What do they consider to be the Competitive Alternatives to your product?

By answering these questions, you can start to build a clear picture of your ideal customer profile and the unique value that your product delivers to them.

This process of finding patterns in your best customers is the foundation of a strong positioning strategy. It allows you to move beyond assumptions and guesswork and base your decisions on real-world data about what is already working in your business.

Related Concepts:

• Start with Your Best Customers
• Don't Start with the Product
• The Five Components of Effective Positioning