Positioning Statement

Marketing term from Crossing The Chasm

• For ___ (target customers)

• Who are dissatisfied with ___ (current market alternative),

• Our product is a ___ (new product category)

• That provides ___ (key problem-solving capability).

• Unlike ___ (the product alternative),

• We have assembled ___ (key Whole Product features to maximize fit for specific target Market Segment) (Product Market Fit)

Rather different: Al Ries and Jack Trout's book Positioning: The Battle For Your Mind ISBN:0071373586.

• http://ries.com/articles-positioningera.php That's why if you have a truly new product, it's often better to tell the prospect what the product is not, rather than what it is.