“Product positioning” is the high fallutin’ term for deciding how your product is unique and how it compares to the competition. Companies embark on a product positioning effort in order to be able make the product appeal to the specific type of customer the company has selected as the best prospect. This target customer may be defined as “best” for a number of reasons, such as being part of a market segment that is more profitable, easiest to sell to, easier to service, most like the existing customer base, etc.

In short, product positioning is how your product is different and special. Marketing works to define the positioning of your product, and Product Managers can play a vital role in this effort by providing detailed insight into how the product is stronger than its competitors, both in terms of features and types of customers it attracts.

Take a look at the pointers below to develop or enhance the positioning that helps your product make a powerful statement to potential customers, analysts, and the media, and makes the sale of your product a difficult task for the competition to overcome.