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Index
Introduction
I. WHAT IS POSITIONING?
Positioning as Context
The Five (plus One) Components of Effective Positioning
II. THE 10-STEP POSITIONING PROCESS
Step 1. Understand the Customers Who Love Your Product
Step 2. Form a Positioning Team
Step 3. Align Your Positioning Vocabulary and Let Go of Your Positioning Baggage
Step 4. List Your True Competitive Alternatives
Step 5. Isolate Your Unique Attributes or Features
Step 6. Map the Attributes to Value “Themes”
Step 7. Determine Who Cares a Lot
Step 8. Find a Market Frame of Reference That Puts Your Strengths at the Center and Determine How to Position in It
Step 9. Layer On a Trend (but Be Careful)
Step 10. Capture Your Positioning so It Can Be Shared
III. PUTTING POSITIONING INTO PLAY
After Positioning: What Happens Next?
Conclusion
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