Start with Your Best Customers

The most effective way to begin the positioning process is to identify and analyze your best customers. These are the customers who are not just satisfied, but truly delighted with your product.

Your best customers typically exhibit the following characteristics:

• They "get" your product: They understood its value proposition quickly and easily.
• They bought quickly: They didn't require a long, drawn-out sales process.
• They are vocal advocates: They recommend your product to others and are willing to act as a reference.
• They are highly engaged: They use your product frequently and are often the first to adopt new features.

By focusing on this group, you can filter out the noise from less-than-ideal customers and gain a clear understanding of what your product's true strengths are and who it is best suited for.

The first step in the positioning process is to create a list of these "super-happy" customers. This list will serve as a reference point for the rest of the exercise, helping you to identify patterns and build a positioning strategy that is grounded in real-world success.

Related Concepts:

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