Hi Reader,It is quite easy to identify self-obsessed positioning from customer-obsessed positioning.1️⃣ Self-obsessed positioning says "our product is unique".Customer-obsessed positioning says "your problems are unique".2️⃣ Self-obsessed positioning says "we have better features".Customer-obsessed positioning says "we are a better fit".3️⃣ Self-obsessed positioning says "we do X, Y, Z".Customer-obsessed positioning says "you need A, B, C".Do you notice the subtle difference there????...

Hi Reader,Where does differentiation come from?Most people think it comes from the product.But product is largely just a bundle of features.Many would say it comes from comparing those features to competitors.But that would merely give you a list of differences.Some would say it comes from defining what those differences mean for customers.And when you do that, you may end up merely with a list of benefits.None of the above can help you differentiate in the true sense.True differentiation...

Hi Reader,What's the difference between positioning that looks great and positioning that works great?Should you create a category because you hate to blend in?Should you call a spade a spade because that's what customers understand?Is there a third way out?This week I break down the nuances that distinguish great positioning from the rest.- Average positioning is based on how you see your product (e.g. We are a Customer Lifecycle Cloud, not a CRM)- Good positioning is based on how your...