Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

The features of our product and the value they provide are only unique, interesting and valuable when a customer perceives them in relation to alternatives.

Describing a trend without declaring a market can make your product cool but baffling.

It’s important to really understand what customers compare your solution with, because that’s the yardstick they use to define “better.”

If you are launching a new product, particularly if you are a small business just starting out, the Head to Head style is rarely a good choice. Trying to beat an established market leader at their own game is a bit like trying to out-cola Coke. It would be foolish for a small company to ever try.

Your market category can work for you or against you.

the foundation is the problem your customers are trying to solve, and how they perceive your offering in comparison with other ways of solving the problem.

Word-of-mouth marketing happens most naturally in tight market subsegments.

Features enable benefits, which can be translated into value in unique customer terms.

you are an expert in solutions in this space and quite likely understand the real competitive landscape much better than customers do.