Trends are Optional

You don't have to use a trend in your positioning. Many successful companies have a "boring" but profitable positioning.

A trend can be a powerful tool, but only if it's a good fit for your product, your market, and your customers. If you can't find a trend that meets these criteria, it's better to go without one.

A forced or irrelevant trend will only make your positioning more confusing. It's much better to have a clear and straightforward positioning that is based on the fundamental value that your product delivers.

So, don't feel like you have to jump on every new bandwagon. If a trend makes sense for your business, use it. If not, don't be afraid to be a little "boring."

Related Concepts:

• Trends Add Relevance and Urgency
• The Three Circles of Positioning
• Boring is Better Than Baffling
• Don't Let Trends Overshadow Your Market
• Relevant Trends