Table of Contents
“Positioning: The Battle for Your Mind” by Al Ries and Jack Trout
Insight: Differentiation is paramount.
Example: Consider Apple’s introduction of the iPhone. They positioned it not just as a phone, but as a revolutionary mobile device blending an iPod, phone, and an Internet communication device.
“Contagious: How to Build Word of Mouth in the Digital Age” by Jonah Berger
Insight: Harness the power of virality.
Example: Dropbox offering additional storage space for both the referrer and the referee capitalizes on word of mouth and provides an incentive for users to share.
“Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath
Insight: Simplify your message.
Example: Nike’s “Just Do It” campaign. It’s a simple, relatable, and impactful message that encourages action.
“The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback” by Dan Olsen
Insight: Validate before you scale.
Example: Airbnb’s initial concept was validated with a basic website and photos of their own apartment. Feedback from early users shaped the platform’s evolution.
“Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers” by Geoffrey Moore
Insight: Understand the adoption lifecycle.
Example: Tesla first targeted the high-end market with the Roadster before introducing more affordable models for the mainstream market.
“The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail” by Clayton Christensen
Insight: Disrupt or be disrupted.
Example: Kodak, despite inventing the digital camera, clung to film products for too long, allowing competitors to dominate the digital market.
“Influence: The Psychology of Persuasion” by Robert Cialdini
Insight: Leverage psychological triggers.
Example: Amazon’s user reviews play on the principle of social proof, encouraging trust and purchase behavior among potential buyers.
“The Power of Habit: Why We Do What We Do in Life and Business” by Charles Duhigg
Insight: Cultivate beneficial habits in your consumers.
Example: Starbucks trains its employees to deal with stressful situations through repeated practice, forming habits that ensure consistent customer service.
“Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller
Insight: Craft a narrative where the customer is the hero.
Example: Dove’s “Real Beauty” campaign narrates a story where every woman, irrespective of her appearance, is celebrated, making them the protagonists.
“The Marketing Imagination” by Theodore Levitt
Insight: Broaden your marketing horizon.
Example: Instead of just selling drills, focus on selling solutions to make holes. This shift in perspective can open up diverse product opportunities and marketing strategies.
As we conclude this expedition into the world of product positioning, it becomes transparent that the realm demands a synergy of creativity, analytical prowess, and forethought. Yet, mere awareness isn’t enough. Implementation is key. With these authors’ groundbreaking insights at your disposal, chart your brand’s course in this ever-shifting digital terrain. Positioning, at its heart, is about perceived value. So, as you introduce or refine your product, employ these foundational tactics as your guiding star. March forward, ensuring your brand’s resonance amidst the market’s diverse chorus.
