Find a market frame of reference that puts your strengths at the centre

Pick a market frame of reference that makes your value evident to those who care about that value.

When you choose to position yourself within a specific market, you give your prospects clues about what products they should compare you with.

Some ideas:

  • Positioning to win a subsegment of an existing market by targeting buyers who have different requirements that the current overall market leader is not meeting.
  • Create a new market category that deserves to exist.

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