Marketing is fundamentally about positioning

February 19, 2018

“Marketing = positioning + gruntwork”. I see a lot of discussions about gruntwork (tactics, “hacks”, etc) but not a lot about positioning. Getting the positioning right is actually the #1 thing. Get it right and it’s obvious what to do next. Otherwise tactics will fail you.

Positioning is framing. About determining how the world (you, your team, the media, your customers, your competitors) are going to perceive your product. About defining the parameters on which your product will be compared. About isolating the qualities that differentiate you.