Product Positioning : An Oversimplified Yet Most Amazing Definition

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).

For example:

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!

Product Management