The Dirty Secret About Strategic Positioning

Here’s a dirty secret about positioning: you need to be different, but the difference can be small.

You can rally around benefits, cool features, methodologies, customer service, or prices.

Rather than just being like everyone else, you need to make yourself appear different from the competition.

I have a client, for example, that offers a robust digital publishing platform that uses flipbook technology.

There’s fierce competition and a lot of positioning around content experiences.

To differentiate, we doubled down on how the platform drives better content performance through interactive and engaging assets like videos, audio, and feedback forms.

Performance is the star of the show and the major reason why companies should embrace the company’s platform.

In the scheme of things, it’s not a huge differentiator, but it reflects the platform’s power and allows the company to stand apart.

Lesson: Don’t overthink your differentiation and positioning.

Instead, look for small ways your product delivers that the competition doesn’t offer or emphasize.

One more thing: talk to your customers to see how they’re getting value from your product. Their answers may surprise you.

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