What purpose does the positioning statement serve?
It’s probably best to start with a definition for positioning first. And if positioning statements are contentious then the the broader subject of positioning is even more so. Whilst there are many views on this, for me, positioning is about creating a unique, compelling and defensible space in the minds of your prospects where your product/service and only your product/service sits. Your ideal prospect must feel that you created the product/service for them alone to answer their specific problems and very importantly they must understand exactly how you are different/better that the alternative/competition. Most product marketing professionals understand this well but as mentioned above, the development of positioning strategies and the statements that captures those strategies can take many different forms. In my experience most positioning statements are designed to be internal tools for the development and then internal communication of a unique and compelling market proposition. T
