How Startups Win Their Market With Positioning

You can’t get anywhere if you don’t know where you are

The evolution of product positioning

Positioning is traditionally thought of as a marketing concept, defining the space where the company’s brand fits into the universe of its market and its competitors.

Start by defining what you’re you’re not.

The first step to figuring out what you are is deciding, clearly, what you’re not. Assuming you didn’t start your company to be a smaller player in a world of companies competing for the same customer, this is the time to highlight your unique differences and competitive advantages, and use them to tell a different story than your competition is telling.

Use the problem/solution equation to play to your strengths

The next step in positioning is to figure out where you dominate or intend to dominate, and this comes directly from the problem you’re trying to solve.

Tie positioning to mission

If positioning seems like a vague concept, then mission might seem even more vague. Take the time to fix that, because when both of those things are addressed in a concrete manner and work together, they provide a lot of direction when addressing a market.

  • Led me to develop a unique product, removing all the expectations of a traditional advisor engagement, which meant I no longer had to address those things.
  • Narrowed my market into a much more addressable segment, because not every entrepreneur needs advice, but every entrepreneur needs answers.

Get aspirational

The last step in positioning is to walk the fine line between where you think you are and where you want to be.

I’m a multi-exit, multi-failure entrepreneur. Sold ExitEvent. Building & GetSpiffy. Former Automated Insights. More info at

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