Most Important Concepts

• The context in which your product is presented can make or break its perceived value.

What I Could Change

• Step 4 - True competitive alternative groups
  • Do Nothing
  • Framed poster prints
  • Other canvas prints
  • Higher end art
• Step 5 - Unique features
  • Vs do nothing:
    • Wall art on wall
  • Vs poster prints:
    • Sturdier design
    • No need to frame it yourself
  • Vs canvas prints:
    • Masculine design
  • Vs higher end art:
    • No need to shop around in galleries
    • Guaranteed to fit in masculine spaces
    • Preview with AR
• Step 6 - Value themes
  • Easy to know your artwork fits in with your chosen masculine design philosophy.
  • Easy to set up, as everything is done for you.
  • High-quality, will last for years.
• Step 7 - Who cares?

Chapter Recap

Introduction

• Nothing in your marketing works without good positioning as a foundation.
• Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.

1 - What is positioning?

Positioning as context

• The context makes the difference. You can be the best violinist in the world, but if you’re playing on the street corner, no one cares.
• Sometimes we trap ourselves within our own context:
  • Trap 1: You’re stuck on the idea of what you intended to build, and you don’t realize your product has become something else.
  • Trap 2: You carefully designed your product for a market, but that market has changed.

The five (plus one) components of effective positioning

• The components:
  • Competitive alternatives: What customers would do if your solution didn’t exist.
  • Unique attributes: The features and capabilities you have and the alternatives lack.
  • Value (and proof): The benefit that those features enable for customers.
  • Target market characteristics: The characteristics of a group of buyers that lead them to really care a lot about the value you deliver.
  • Market category: The market you describe yourself as being part of, to help customers understand your value.
  • (Bonus) Relevant trends: Trends that your target customers understand and/or are interested in that can help make your product more relevant right now.

The 10-step positioning process

Step 1 - Understand the customers who love your product

• Your best-fit customers hold the key to understanding what your product is.