The Customer's Perspective on Competitors is What Matters

When it comes to positioning, the only opinion that matters about your competitors is your customer's. You may have a detailed understanding of the competitive landscape, but if your customers don't see the same picture, your positioning will be ineffective.

It's a common mistake for companies to focus on competitors that they see as a threat, even if those competitors have little or no mindshare with customers. The reality is that customers are often not as well-informed about the market as you are. They may not have heard of the up-and-coming startup that you're worried about, and they may be comparing your product to something completely different, like a spreadsheet or a manual process.

To create a positioning that resonates with customers, you need to see the world through their eyes. This means understanding:

• Who they see as your competitors.
• What they see as the strengths and weaknesses of those competitors.
• How they categorize the different solutions in the market.

By starting with the customer's perspective, you can build a positioning that is grounded in reality and that speaks directly to their needs and concerns.

Related Concepts:

• Features are Only Unique in Relation to Alternatives
• "What Would Customers Do Without You?"
• Focus on Your Best Customers' Alternatives