Our positioning serves as a summary answer to the question:
Where do we (and our product) fit within our chosen market?
If our target market is simply:
“The types of people looking for products like ours.”
Then our positioning is about figuring out what exactly ‘our market’ will see in us that they don’t see in our competitors.
Are we:
If we position ourselves well, our customers will begin to recognize our product as solving a specific problem.
Often, that specific problem lives at the intersection of two key factors; as we’ll explore in the Positioning board exercise.