Problem
Customers can misunderstand a product when they evaluate it in the wrong context.
Action
Describe the product using a context that makes its strengths easy to see.
Outcome
Customers understand the product more accurately.
Chapter: What Is Positioning? - Positioning as Context
Problem
Weak positioning makes it difficult for buyers to understand product value.
Action
Clarify the customer, alternatives, strengths, value, category, and relevant trends.
Outcome
Buyers can see why the product is different.
Chapter: What Is Positioning? - The Five (plus One) Components of Effective Positioning
Problem
Positioning based on assumptions often misses what truly drives success.
Action
Study customers who achieve the best results with the product.
Outcome
Positioning reflects proven customer value.
Chapter: The 10-Step Positioning Process - Understand the Customers Who Love Your Product
Problem
Important insights are missed when positioning is created by a single group.
Action
Include people from key business functions in the positioning process.
Outcome
Positioning becomes more complete and accurate.
Chapter: The 10-Step Positioning Process - Form a Positioning Team
Problem
Different meanings and old assumptions create confusion.
Action
Agree on clear definitions and discard outdated beliefs.
Outcome
The team makes positioning decisions consistently.
Chapter: The 10-Step Positioning Process - Align Your Positioning Vocabulary and Let Go of Your Positioning Baggage
Problem
Companies often overlook the options customers compare against.
Action
List all alternatives customers would consider instead of your product.
Outcome
Positioning reflects real buying decisions.
Chapter: The 10-Step Positioning Process - List Your True Competitive Alternatives
Problem
Common features do not create meaningful differentiation.
Action
Identify capabilities that are difficult for competitors to copy.
Outcome
The product stands out more clearly.
Chapter: The 10-Step Positioning Process - Isolate Your Unique Attributes or Features
Problem
Customers do not care about features unless they create value.
Action
Translate each important strength into a clear customer benefit.
Outcome
Customers understand why the product matters.
Chapter: The 10-Step Positioning Process - Map the Attributes to Value “Themes”
Problem
Positioning loses impact when it tries to appeal to everyone.
Action
Focus on buyers who care deeply about the benefits you provide.
Outcome
Your message becomes more relevant to the right audience.
Chapter: The 10-Step Positioning Process - Determine Who Cares a Lot
Problem
The wrong category can make a strong product appear weaker than it is.
Action
Position the product in a category where its strengths are important.
Outcome
Customers recognize its value more quickly.
Chapter: The 10-Step Positioning Process - Find a Market Frame of Reference That Puts Your Strengths at the Center and Determine How to Position in It
Problem
A weak connection to a trend can distract from real value.
Action
Link the product to a trend only when the trend supports its advantages.
Outcome
The positioning feels more relevant and credible.
Chapter: The 10-Step Positioning Process - Layer On a Trend (but Be Careful)
Problem
Positioning becomes inconsistent when it is not clearly recorded.
Action
Capture the positioning in a format that teams can share and reference.
Outcome
The company communicates a consistent message.
Chapter: The 10-Step Positioning Process - Capture Your Positioning so It Can Be Shared
Problem
Positioning creates little impact when it remains a document.
Action
Use positioning to guide product, sales, and marketing choices.
Outcome
The company presents a clearer, more consistent market message.
Chapter: Putting Positioning Into Play - After Positioning: What Happens Next?