The Two Traps of Positioning

Product creators often fall into two common traps that prevent them from positioning their products effectively:

Trap 1: Being stuck on the original product idea.

The product you end up with is often not the product you set out to build. The process of building, getting feedback, and iterating can lead to a product that is significantly different from the original concept. However, creators can become so attached to their initial vision that they fail to see what their product has actually become. This leads to a disconnect between how the company positions the product and how customers perceive it.

For example, a "cake" that is small, single-serving, and has a wrapper might be better positioned as a "muffin." The product is essentially the same, but the change in context has a massive impact on the business model, target audience, and competitive landscape.

Trap 2: Failing to adapt to market changes.

Markets are not static. They are constantly evolving due to shifts in technology, customer preferences, and competitive offerings. A product that was once well-positioned can become poorly positioned if it fails to adapt to these changes.

For example, a "diet muffin" that was popular in the past may become irrelevant as consumer preferences shift towards "gluten-free paleo snacks." The product itself hasn't changed, but the market has moved on, and the positioning needs to be updated to reflect the new reality.

The common failure in both of these traps is not deliberately positioning the product. Instead of actively choosing the best position, creators stick with a "default" position, even when it's no longer effective.

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