DISQUS

rcauvin · 4 months ago

"Acknowledge what the competitor does and then immediately shift back to how your organization and your product are better – and why."

Good advice. Classic Ries and Trout positioning embraces your product's weaknesses, acknowledges a competitors' biggest strength, and attacks the weakness within the competitors' biggest strength. I explore these approaches in my MarketingProfs article on positioning.

Adam Bullied · 4 months ago

Thanks, Roger!

I love your article on positioning and have returned to read it many times. Really helpful advice.

brettjarvis · 4 months ago

Great points on the importance of positioning well. In conjunction with your earlier blogs about competitive analysis and feature comparisons, conducting some research can go a long way.

If you conducted a conjoint analysis with a share of preference model, for example, you could know not only how you compare with your competition, but also how your market values your relative strengths and weaknesses. Then you can make your positioning statements even more powerful, because they will be founded on an informed understanding of the market.

Adam Bullied · 4 months ago

Good point. That data could also be turned around and be useful when building out a value-based pricing model.

brettjarvis · 4 months ago

Definitely.

Tabita · 3 months ago

I love the picture you selected for this post!

Adam Bullied · 3 months ago

Hehe -- Thanks, Tabita!

Brian Hodgson · 3 months ago

Good piece. Keep the messaging simple with plain english. By experience is phrases like “…the 360 is a robust tool for lifestyle convergence" are from marketing ivory tower types.

You have to keep is simple yet engaging.