02.2 · Capability in Strategy

Product positioning

How the product is framed in the minds of the right customers, relative to the alternatives they already know.

Map3 skills

Not startedLearningComfortable

3 skillsClick a hexagon to set your status

02.2.1Target audienceThe specific group the product is built and marketed for first.
02.2.2Competitive advantageWhat the product can do better than alternatives and is hard to copy.
02.2.3Market categoryChoosing the category that makes the product's value obvious.

Mark all 3

Where to start

3 resources

articleStart here
An introduction to positioning ↗
April Dunford · 2020 · 5 min
The five parts of positioning, starting from the alternatives customers would use if you did not exist.
articleStart here
How context can transform your product ↗
April Dunford · 2017 · 7 min
A startup story where changing the frame around the same product changed its results.
articleGo deeper
Product framing can help grow your startup, or kill it ↗
April Dunford · 2017 · 10 min
Four ways to frame a product against a market category, from leading one to redefining it.

0 tools

Tools for this topic are being researched.