Positioning Statements are a Trap
Positioning Statements are a Trap
The traditional "fill-in-the-blanks" positioning statement is a widely taught but deeply flawed tool for developing product positioning. It can be a trap that reinforces the status quo and prevents teams from thinking critically and creatively about their positioning.
The main problems with the positioning statement exercise are:
- It assumes you already know the answers: The template requires you to have already figured out your target market, competitive landscape, and unique value. It doesn't help you discover these things.
- It reinforces the status quo: By asking you to fill in the blanks with your current assumptions, it discourages you from exploring alternative positioning strategies that might be more effective.
- It's not actionable: The output is often an awkward, jargon-filled statement that is difficult to remember and provides no clear guidance for marketing, sales, or product development.
- It's a "one-size-fits-all" approach: It doesn't account for the nuances of different products, markets, and competitive landscapes.
Instead of relying on a rigid template, a more effective approach is to break positioning down into its fundamental components and work through them systematically. This allows for a more thoughtful and strategic approach to positioning that is more likely to lead to a successful outcome.
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