Three Questions for Great Positioning

We're in an over-communicated world.

10,000 or more advertising messages are being thrown at us daily.

One of the challenges we have as marketers is standing out from the noise.

How do we distinguish ourselves in a way that our buyers care about?

That's the purpose of great positioning.

Here are three essential questions to answer:

1️⃣ What are the unique features of our product our buyers care about?

2️⃣ What important problem does our product solve?

3️⃣ Where is the white space in the competitive landscape?

Answers to these will lay the groundwork for great positioning.

Frequently Asked Questions

Why is standing out from the noise such a real challenge for marketers today?

Because buyers are exposed to 10,000 or more advertising messages daily, an environment so saturated that most messaging blends together unless it's deliberately built to distinguish itself.

Why does asking "what unique features do buyers actually care about" matter for positioning?

Because not every feature matters equally to buyers. Identifying the ones that genuinely resonate focuses positioning on what actually influences a buying decision, rather than listing capabilities indiscriminately.

Why is identifying "what important problem does our product solve" a core positioning question?

Because problem-solving clarity anchors positioning in something buyers genuinely care about, rather than describing the product in isolation from the actual need it addresses.

What does "finding the white space in the competitive landscape" actually mean?

Identifying where competitors haven't already staked a claim, an opening in positioning that hasn't been taken, giving a business room to differentiate rather than competing directly on already-claimed ground.

How do these three questions work together to build strong positioning?

By combining what buyers care about, what problem is genuinely being solved, and where real differentiation exists in the market, together forming the foundation needed to stand out in an over-communicated world.