Growing your market in the modern age without knowing your positioning is like driving motorcycle down an Interstate while blindfolded.  You will lose and the resulting splatter will not be pretty. Positioning is simply establishing where on a competitive map your products are in the eyes of the market.  The concept is quite simple if you ignore for a moment the complicating factors of market maturity, multiple segments many buyer genotypes, or 3,274 other elements.  To determine one’s position you simply have to identify the issues that are of primary concern to your buyers, and either measure their attitudes about competing products and perform a realistic evaluation of all the entrants. Sounds simple, but it isn’t, and often leads to awkward issues.  Here’s an unfunny example. Silicon Strategies Marketing recently performed a series of investigations for a client to determine what the market felt was important about a services offering … Continue reading →