![]() ![]() □ BRAND NEW PRODUCT TYPE/CATEGORY: Let your audience know that a new, all-in-one product or solution actually exists. Note: this doesn't mean naming your competitor all over your homepageĢ. ![]() ![]() ⏫ "10X" BETTER VERSION OF EXISTING PRODUCT: Explain to your audience how and where your product is actually better than the incumbent and why its worth switching to from the existing category leader. I’ve seen hundreds of (painfully long) positioning guides, but despite the word count, most are missing something obvious: "What does your product REPLACE?"īy making it clear what your product is positioned against, it's much easier to explain what your product is and why it's better to your audience.Īlong with audience, competitive, and market analysis, knowing what your product replaces is a must-have input to your positioning process.īucket your product into one of these 4 PRODUCT TYPES to create more effective positioning and messaging:ġ. ![]()
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