Competing is easy when your product is obviously different. The real challenge begins when customers look at your business and three competitors and think, “These all seem basically the same.” This happens everywhere. Coffee shops…
Market Positioning
Why Narrow Positioning Strengthens Small Business Competitiveness
Trying to sell to everyone sounds like a safe business strategy. After all, a larger audience should mean more potential customers, right? In practice, broad positioning often creates the opposite problem. When a small company…
Designing a Positioning Strategy Around Valuable Customer Problems
Customers rarely wake up thinking, “I need a company with a better positioning statement.” They wake up with problems. A restaurant owner worries about rising food costs. A marketing manager struggles to prove campaign results.…
How Small Businesses Build Defensible Market Positioning Strategies
Being different is easy. Being different in a way customers actually care about – and competitors struggle to copy – is much harder. Small businesses often describe themselves using familiar claims: better service, higher quality,…