Glossary · Strategy

Positioning

Positioning is the deliberate act of setting the context in which customers understand your product — the competitive alternatives, your unique attributes, the value those attributes enable, and the segment that cares most. Dunford's model frames positioning as five connected components. Weak positioning leaves customers to guess what you are; strong positioning makes the value obvious.

Related terms

Value Proposition

A clear statement of the specific value a product delivers to a specific customer.

Competitive Analysis

Mapping rival and substitute solutions to find the gap where you can win.

Go-to-Market (GTM)

The plan for how a product reaches and wins customers across channels and pricing.

Put the method into practice.

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