"Every product or service is the thing itself AND what people think it means." - Daniel DiGriz
In a crowded marketplace, we pick out voices that are startling, familiar, or aligned with our deepest aspirations.
And everything else is codswallop.
what you can prove.
About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.
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Why Get MadPipe Involved on Product Position
It's the difference that makes the difference.
Problem
There are always other players in the market, or will be as soon as we enter it and they catch on. We have to maintain a difference.
Hurdle
Features can be duplicated, benefits can be claimed whether true or not. We need differentiators that are hard to duplicate.
Solution
Let's define YOUR audience in terms of THEIR attitudes, values, and drivers to inform your message, and place your product or service in the right context to be celebrated.
Mandate
B2B and B2C brands depend heavily on perception. But perception backed by substance is resilient. Let's be highly selective about which substance we're putting in front of which audience.
Resilient positioning is how a company selects those messages competitors are unwilling or unable to see as advantages. It's easy to forget what it's like on the customer's end. So we talk 'directly' to the end-user in language they understand.
Say what they won't
and sell when they don't.