Product positioning defines how your offering occupies a distinctive place in the minds of target customers relative to competing products. Unlike messaging, which focuses on what you say about your product, positioning determines how customers perceive your product in the marketplace. Effective positioning requires a deep understanding of the 3 elements:

• Your customers' needs
• Your product's unique strengths
• Your competitors' weaknesses

When these align, you create a compelling position that makes your product the obvious choice for specific customer segments. Strong positioning answers the critical question: "When is your product the ideal choice?" This clarity helps customers understand exactly when they should select your solution instead of alternatives. It also guides internal teams in making consistent product development and marketing decisions that reinforce your market position. Positioning must be authentic and well-supported. Your product must genuinely deliver on its promised position. For enterprise products, positioning often emphasizes reliability, security, and scalability, while consumer products might focus on convenience, experience, or emotional benefits.