Essay · 10 min read
A Product Positioning Exercise
April Dunford · aprildunford.com Free Intermediate
April Dunford wrote the modern playbook on positioning, and this exercise is the fastest way to see how target customer definition and product positioning depend on each other. You walk through her own worked example of narrowing who cares most instead of who could possibly use this. It pairs directly with the short answer's demand for precision.
- A broad target customer definition usually means the positioning underneath it is also vague.
- List competitive alternatives first, then work backward to who actually prefers you over them.
- Best fit customers are the ones who care a lot about your specific value, not everyone who benefits a little.
