How do I position when I have no unique feature?
Think about it differently. Positioning is not just about a feature.
A feature is just what the product or the service does. What people actually position on is the soft stuff. The character, the story, that kind of thing.
- 1Character
- 2Story
- 3Who it's for
- 4The enemy
- 5The experience
- 6What you refuse to do
Character. Who this brand is. How it talks, what it refuses, what it stands against.
Story. Why this exists. Who built it and what happened to them that made them build it. Nobody can copy that.
Who it's for. The same product aimed at one specific group beats the same product aimed at everyone. You haven't changed the product, you've changed who feels found by it.
The enemy. What's the thing in your industry you think is wrong? Positioning against a way of doing things gives people something to agree with.
The experience. What it feels like to buy from you and work with you. That's real, and it's very hard to fake.
What you refuse to do. Saying no to something publicly positions you faster than any feature list.
Features get copied in a quarter. None of the above does.