Product positioning is a tricky task – you either end up saying a lot (and become irrelevant) or you just say nothing.
Here is probably the smartest ever definition that we came across:
For (target customer)
Who (statement of need or opportunity),
(Product name) is a (product category)
That (statement of key benefit).
Unlike (competing alternative)
(Product name)(statement of primary differentiation).
Amazon’s positioning in the early days would probably read like this:
For World Wide Web users
Who enjoy books,
Amazon is a retail bookseller
That provides instant access to over 1.1 million books.
Unlike traditional book retailers,
Amazon provides a combination of extraordinary convenience, low prices and comprehensive selection.
[Arielle Jackson , ex-Googler/Square. Via]
A perfect definition? Almost!
Tell us your product positioning statement!