Three Styles of Market Positioning

There are three basic "styles" of market positioning, each with its own set of opportunities and challenges:

1. Head to Head: This involves competing directly with other established players in a well-defined market. Your goal is to convince customers that you are the best at playing the game by the existing rules.
2. Big Fish, Small Pond: This involves carving out a niche within a larger, existing market. Your goal is to dominate a specific subsegment of the market by changing the rules in your favor.
3. Create a New Game: This involves creating a new market category from scratch. Your goal is to convince customers that a new type of solution is needed, and then to position yourself as the leader of that new market.

The style of positioning you choose will depend on a variety of factors, including the maturity of your market, the strength of your competitors, and your own business goals.

Related Concepts:

• Choose a Market Frame of Reference Deliberately
• Three Ways to Find Your Market
• Head to Head
• Big Fish, Small Pond
• Create a New Game