Positioning is Context
Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.
As April Dunford, author of Obviously Awesome, puts it: "Positioning is context."
Imagine giving someone a muffin. If you give it to them at 8:00 AM with coffee, it's a "breakfast pastry." If you put frosting on it and serve it at 8:00 PM, it's a "cupcake." The product didn't change, but the context (positioning) completely changed the customer's expectations.
The 5 Components of Effective Positioning
- Competitive Alternatives: What would customers do if your product didn't exist? (Often, the answer is "use a spreadsheet" or "do nothing").
- Unique Attributes: What features or capabilities do you have that the alternatives lack?
- Value (and Proof): What measurable value do those unique attributes enable for customers?
- Target Market Characteristics: Who cares a lot about that value right now?
- Market Category: What existing mental bucket does your product fit into?
Messaging vs. Positioning
Positioning is internal. It is the fundamental truth about your product. Messaging is external. It is the copy, the website headers, and the sales scripts used to communicate your positioning to the world. You cannot write good messaging without clear positioning.