Positioning is Context Setting

Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about. It's about setting the context for a product, so that potential customers can easily understand what it is, who it's for, and why it's special.

When we encounter something new, we naturally try to categorize it based on our existing knowledge. We look for clues to help us understand the new thing and how it relates to what we already know. Positioning is the process of intentionally providing those clues.

• Without context, products are difficult to understand. If a product's context is not clearly defined, customers will struggle to understand its value and relevance.
• You must own your positioning. If you don't deliberately set the context for your product, the market will do it for you, and it may not be in your favor.
• Positioning can change perceptions. A shift in context can transform a product from being perceived as confusing or irrelevant to being seen as an obvious, must-have solution.

Related Concepts:

• Positioning is the Foundation of Marketing and Sales
• Weak Positioning Has Clear Symptoms
• Great Positioning is a Superpower