The Positioning Problem
Your product is good. Your team is solid. But nobody's buying.
The problem? Your positioning sucks.
Most founders position their product by listing features. "We're a CRM with AI and automation." Nobody cares.
What Good Positioning Looks Like
Good positioning answers three questions:
- Who is this for?
- What problem does it solve?
- Why is it different?
Example: "For B2B SaaS founders who want to scale without hiring a full marketing team, we're a done-for-you marketing service that combines strategy and execution."
That's positioning. It's specific. It's clear. It's different.
The Positioning Framework
Step 1: Define Your Beachhead Market
Who is your ideal customer? Not "anyone." Specific. B2B SaaS founders. E-commerce brands. Agencies. Pick one.
Step 2: Identify Their Core Problem
What keeps them up at night? What are they struggling with? What would they pay to solve?
Step 3: Find Your Unique Angle
How are you different? Not better. Different. What's your unfair advantage?
Step 4: Craft Your Positioning Statement
"For [customer], we're [category] that [unique benefit]."
Positioning Examples
Bad: "We're a project management tool with AI."
Good: "For remote teams that hate meetings, we're the async project management tool that keeps everyone aligned without the Zoom calls."
Bad: "We're a marketing platform."
Good: "For B2B SaaS founders, we're the done-for-you marketing service that combines strategy and execution to hit your revenue goals."
Testing Your Positioning
Your positioning is good when:
- People immediately understand what you do
- People immediately know if it's for them
- People remember you differently than competitors
- People are willing to pay for it
Common Positioning Mistakes
Mistake 1: Too broad. "For anyone who wants to be more productive." Too vague.
Mistake 2: Feature-focused. "We have AI and automation." Nobody cares about features.
Mistake 3: Me-too positioning. "We're like Slack but better." You're not better. You're just the same.
Mistake 4: Changing too often. Pick a positioning and stick with it for 6 months.
The Bottom Line
Good positioning is specific, clear, and different. It answers who, what, and why. It makes your ideal customer say "that's exactly what I need."
Fix your positioning. Everything else gets easier.