Here's a really simple three-step positioning framework that we use with our clients all the time.
Out of the three strategic docs in this guide - persona, positioning and messaging - positioning is probably the least understood. It’s worth quickly defining what positioning is before we get into it.
Positioning sets the scene for your product. It establishes a context and a narrative that helps you answer two very important questions:
- Why now?
- Why you?
Good positioning will help your product:
- Feel essential
- Feel unique
- Feel worth the money
What’s the big change in your market that your customers are thinking about - or even better, worrying about?
How are the ‘thrivers’ adapting to this change? How are the ‘survivors’ responding? What differentiates the two groups?
Why are you uniquely positioned to help customers shift from being ‘survivors’ to ‘thrivers’?
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