Chapter 2 of 10All chapters
Chapter 2 of 10
Positioning
The space you occupy in a mind.
Relative, not absolute
Positioning is what customers think of you compared with the alternatives, including doing nothing. You influence it and they decide it.
- A position is only real if a competitor could not claim the same words.
- Trying to be everything to everyone produces no position at all.
Value proposition
State the benefit, the audience and the reason to believe. Everything else in the marketing follows from getting that one sentence right.