Think you understand positioning?

Think again.

Most marketers are living in a fantasy world when it comes to positioning.

They’re clinging to outdated ideas that are costing their companies millions.

Let’s shatter some illusions, shall we?

Myth #1: “Positioning is about being unique.”

Wake up, people.

In today’s oversaturated market, true uniqueness is as rare as a unicorn riding a dinosaur.

You’re not special.

Neither is your product.

Deal with it.

Real positioning isn’t about being unique.

It’s about being relevant.

It’s about solving problems your customers care about, not the ones you think they should care about.

Remember New Coke?

Thought so. A “unique” taste nobody wanted.

Myth #2: “Once you choose your positioning, stick to it no matter what.”

Congratulations.

You’ve just described the fastest way to become irrelevant.

Markets change.
Customers change.

If you’re not changing your positioning, you’re dying.

Kodak stuck to its positioning as a film company.

How’d that work out for them?

Flexibility isn’t just important – it’s survival.

Myth #3: “Positioning is all about your product’s features.”

If you believe this, you might as well flush your marketing budget down the toilet.

News flash: Your customers don’t give a damn about your features.

They care about their problems.

Apple didn’t position the iPod as “5GB of mp3 storage.”

They positioned it as “1000 songs in your pocket.”

Notice the difference?

Myth #4: “Good positioning will make everyone love you.”

Here’s a hard truth: If your positioning doesn’t piss some people off, it’s probably not strong enough.

Strong positioning polarizes.

It attracts your ideal customers and repels the rest.

Trying to appeal to everyone?

Congratulations, you now appeal to no one.

Myth #5: “Positioning is the marketing team’s job.”

If you’re nodding along to this, you’re part of the problem.

Effective positioning is everyone’s job.

It should inform every decision, from product development to customer service.

When your entire company doesn’t live and breathe your positioning, you’re just paying lip service to an idea.

So, what now?

It’s time for a reality check.

Is your positioning actually working, or are you just comfortable with it?

Are you solving real problems, or just patting yourself on the back for your “unique value proposition”?

It’s time to get uncomfortable.

Challenge your assumptions.

Talk to your customers – really talk to them.

Find out what they actually care about, not what you want them to care about.

Your positioning isn’t a tattoo.

It’s not permanent.

If it’s not working, change it.

The market doesn’t care about your feelings.

It doesn’t care how long you’ve had your current positioning.

It only cares about value.

So, are you ready to leave the fairy tale behind and start dealing with reality?

Your move, marketers.