#201 April Dunford: The Marketing Expert
The Knowledge Project with Shane Parrish
Components of Positioning
Effective positioning involves breaking down its components into clear categories. First, identify competitive alternatives to understand what customers would turn to if your product did not exist. Next, determine differentiated capabilities that set your product apart from these alternatives, focusing on the unique features that deliver distinct value to businesses. It is essential to articulate why these features matter and to whom, ensuring that the target audience genuinely cares about your unique offering. Finally, build concise messaging that communicates the product's value, audience, and differentiation clearly, especially in limited formats such as a homepage. This process requires a strategic approach to convey complex information succinctly.
