Most products are exceptional when we understand them within their best frame of reference.
Great positioning considers all these aspects:
- The customer’s point of view on the problem you solve and other ways of solving that problem.
- The ways you are uniquely distinct from those alternatives and why that’s meaningful for customers.
- The characteristics of a potential customer that values what you can uniquely deliver.
- The best market context for your product that makes your unique value obvious to those customers who are best suited to your product.