Top Highlights

• • A product solves a problem for an identifiable group of users (Customer Discovery) • The market is saleable and large enough that a viable business might be built (Customer Validation) • The business is scalable through a repeatable sales and marketing roadmap (Company Creation) • Company departments and operational processes are created to suppo...
• Market segments are comprised of like people, who share a common interest, who have access to each other and who look to one another as a trusted reference.
• For your customer, the goal of positioning is to have them understand what benefit they will receive from you and why you are better than everyone else.
• Your differentiator is not your compelling reason to buy, but the benefit the differentiator provides, likely is.
• note of caution when briefing media (PR) and analysts (AR) too early: wrong positioning (and untimely PR) can kill your company. If you are branded by media and analysts in a way that confuses customers or lumps you with existing products incorrectly, you may never be able to undo the damage.