product positioning

Positioning: The Battle for Your Mind: Al Ries, Jack Trout, Philip Kotler: 8601404251542: Amazon.com: Books

• Position as first in the category (category creation) - "be first" (example: VW Beetle)
  • If not possible, position "against" current incumbents (example: Linear as Jira alternative)
    • If not possible, find a niche ICP (Primetric for software houses)
      • If not possible, avoid line extensions - it deludes your messaging

(ChatGPT rewrite) To establish a strong market position, follow these strategies:

1. Position as First in the Category (Category Creation)

• Strive to be the pioneer in a new or emerging category. Example: The VW Beetle was the first in the compact car category, creating its own niche.

2. Position “Against” Current Incumbents

• If being first is not feasible, position your product as a superior alternative to existing market leaders. Example: Linear positions itself as a more efficient alternative to Jira.

3. Find a Niche Market (Ideal Customer Profile)

• If competing directly with incumbents is impractical, target a specific niche or underserved segment. Example: Primetric focuses on software houses, catering to their unique needs.

4. Avoid Line Extensions

• Refrain from extending your product line too broadly, as it can dilute your brand messaging and confuse customers.

By following these steps, you can effectively establish and communicate a strong market position.