The ceramics teacher announced on opening day that he was dividing the class into two groups. All those on the left side of the studio, he said, would be graded solely on the quantity of work they produced, all those on the right solely on its quality.
His procedure was simple: on the final day of class he would bring in his bathroom scales and weigh the work of the “quantity” group: fifty pound of pots rated an “A”, forty pounds a “B”, and so on. …
Your product is one among millions.
With so many products,
why should a customer choose yours?
Positioning answers this question.
A product’s “position” is the place
it occupies in the customer’s mind.
All products have a position—
even if it’s the position of “unfamiliar”
or “irrelevant to me”
or “not very good”.
Successful products are relevant
as well as highly ranked.
They stand out.
They have a unique position.
The purpose of “positioning” is to create
and articulate what makes your product unique.
A key step in positioning
is to write a positioning statement.
Let’s start with a template based on the classic
positioning structure by Procter &…