Relevant Trends

Relevant trends are shifts in technology, culture, or business that can be used to make your product more relevant and urgent to your target customers. They are not the same as your Market Category, but they can be layered on top of it to add another dimension to your positioning.

While your market category tells customers what your product is, a trend can tell them why it's important right now.

For example:

• A couch is in the "furniture" market category. A "pink couch" leverages the trend of a particular color being popular in a given year.
• A CRM is in the "customer relationship management" market category. An "AI-powered CRM" leverages the trend of artificial intelligence to signal that it is a modern, innovative solution.

Using a trend in your positioning is optional, but it can be a powerful way to:

• Capture attention: Trends are new and interesting, so they can help you stand out in a crowded market.
• Create urgency: Tying your product to a trend can make it seem more important and strategic to buyers.
• Align with company priorities: For B2B products, trends can help you connect your solution to the larger initiatives that are top-of-mind for your customers.

The key is to choose trends that are truly relevant to your target market and that help to highlight your product's unique value.

Related Concepts:

• The Five Components of Effective Positioning
• Market Category