Market Confusion Starts with an Internal Disconnect

Market confusion is often a symptom of a deeper problem: a disconnect between how a company sees its product and how customers see it.

Product creators are often deeply immersed in the history and evolution of their product. They have "positioning baggage" that shapes their perception of what the product is and who it's for.

Customers, on the other hand, are encountering the product for the first time, with no knowledge of its history or the company's original intentions. They are simply trying to figure out what the product is and whether it's relevant to them.

When there is a gap between the company's internal view and the customer's external view, the result is market confusion. The company's messaging doesn't resonate with customers, and customers are left struggling to understand the product's value.

To resolve this confusion, it's essential to bridge the gap between the internal and external perspectives. This means letting go of positioning baggage and seeing the product through the customer's eyes.

Related Concepts:

• Let Go of Positioning Baggage
• Products Can Be Many Things to Many People