How will you get into a customer’s mind? Take a step back, and think about how to position your product or service to secure lasting mindshare.
Positioning is the promised land where your product is the first or the best in the market. Or, the product is the only one that satisfies a customer whom you understand through persona research. Which space applies to your product—first, best, only—and is that space sustainable?
With that understanding, you have the differentiator that will cut through the competitive noise. You’ve given a customer a reason to care. That’s how to go to market.
Now, communicate this differentiator in a concise value proposition with concise messaging. Explain how your differentiated product allows your customer to work smarter and faster and make more money. Now, you’ll grab mindshare. You’ll stay there for a long time to come.