Driving growth with positioning

Positioning is the art of establishing your product as a frontrunner in delivering something that matters greatly to a specific group of customers. In the words of April Dunford, a renowned expert in the field, "Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about."

Positioning refers to the process of defining and establishing a distinct place for a product or service in the market. It involves identifying and highlighting the unique attributes, features, and benefits of the product that differentiate it from competitors and resonate with the target audience . The goal of positioning is to create a perception in the minds of consumers about the value and relevance of the product. It helps establish a competitive advantage by clearly articulating how the product meets the specific needs and desires of customers better than alternative offerings.

Positioning influences...