Strong positioning is centered on what a product does best. Once you have a list of competitive alternatives, the next step is to isolate what makes you different and better than those alternatives.

A small split can create a significant difference, but this is uncommon. Most of your breakthroughs will come from big splits, which position the product or offer in a patently different way. So, if you can, start with a big split—a “big difference,” as Schwartz calls it—and when you find it, use small splits to incrementally refine and improve upo