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Positioning is the strategic process of establishing how a product is perceived in the minds of customers, emphasizing its unique value within a specific context. It requires a dynamic, adaptable approach that evolves with changes in the product and market environment. The process begins by identifying the problems the product solves, recognizing alternative solutions, and understanding the competitive landscape. Highlighting the product’s unique attributes, defining the ideal customer profile, and selecting the optimal market environment are critical steps. Flexibility is key, as positioning must be revisited and refined over time. The subsequent chapters outline a 10-step framework to create a positioning strategy that aligns with customer needs, leverages competitive advantages, and ensures consistent messaging across all business functions.
9 min
4 Bite
InsightPositioning is the cornerstone of how products are perceived and valued in a crowded marketplace. This book unpacks the art and science of positioning, offering a step-by-step guide to crafting strategies that make a product’s unique value instantly clear to the right audience. Through a dynamic framework, it explores how to adapt positioning to evolving markets, identify ideal customers, and align product features with customer needs. Whether you’re an entrepreneur or a seasoned professional, this resource equips you with the tools to ensure your product stands out and resonates deeply with its audience.
April Dunford has over two decades of experience in marketing. She’s known for her expertise in positioning B2B technology and effectively taking these products to market. Dunford is also a sought-after consultant, speaker, and advisor within the tech industry.
Positioning is the strategic process of establishing how a product is perceived in the minds of customers, emphasizing its unique value within a specific context. It requires a dynamic, adaptable approach that evolves with changes in the product and market environment. The process begins by identifying the problems the product solves, recognizing alternative solutions, and understanding the competitive landscape. Highlighting the product’s unique attributes, defining the ideal customer profile, and selecting the optimal market environment are critical steps. Flexibility is key, as positioning must be revisited and refined over time. The subsequent chapters outline a 10-step framework to create a positioning strategy that aligns with customer needs, leverages competitive advantages, and ensures consistent messaging across all business functions.
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