Positioning: The Battle for Your Mind

Good positioning sets off a set of assumptions about my product that are true. Bad positioning sets off a set of assumptions about my product that aren’t true—leaving your sales and marketing teams to do the work of undoing the damage your positioning has already done.

Positioning, first and foremost, is a noun, not a verb. That is, it is best understood as an attribute associated with a company or a product, and not as the marketing contortions that people go through to set up that association. 2. Positioning is the single largest influence on the buying decision. It serves as a kind of buyers’ shorthand, shapin

Now consider how you want to ‘position’ your product.

But what happens when your advertising says, “Our product is better”? What does the reader, the viewer, or the listener to the advertisement really think when you make the claim that you produce a better product? “That’s what they all say.” Pick up a copy of any magazine or newspaper and flip through the advertisements. Almost every ad makes some t