The hottest Positioning Substack posts right now

Make your ICP a hard constraint across everything — homepage, CRM, demos, outbound lists and content — and enforce disqualification criteria so you focus on buyers who actually convert.
Choose a clear product category or primary use case before you try to differentiate. Name the main alternative you replace so buyers immediately know what to compare you against.
Treat GTM as an end-to-end system: design structured demos, a simple sales process with stage exit criteria, aligned buyer-facing assets, and a content strategy that targets high-intent buyers. Doing fewer, consistent things beats many disconnected activities.

Instead of copying market leaders, look for what they can’t do and compete on that different axis. Being meaningfully different in one area can beat being slightly better at the same things they already do.
Big companies optimize measurable metrics and therefore create blind spots like intimacy, humour, or meaning. Small players can own these unmeasured dimensions to attract loyal customers.
People respond to stories and contrast more than features, so changing the frame often beats pure optimisation. Don’t try to run the same race faster — find a race the leader can’t enter.

Consider using a consulting sales funnel for smoother closings.
Vertical positioning can open doors to larger projects and less competition.
Don't blindly copy other entrepreneurs; think about your goals and target audience.

Positioning your product correctly is crucial from the start, you can't retroactively adjust it like changing a boat into a car.
Identify your target market, the problem your product solves, and what makes you better than competitors.
Use a simple positioning template to describe your product's key attributes clearly and guide your marketing efforts.

Differentiation is crucial for consultancy success; it sets you apart from competitors.
A strong differentiator balances power dynamics in client-consultant relationships.
Ways to differentiate include crosshair positioning and focusing on target audience, problem solved, services offered, and business model.

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Positioning is crucial for creating viral videos. You need to know your audience, why they would click on your video, and why they would watch it.
Understanding audience retention is key. Even if your video gets clicks, it's important to keep viewers engaged throughout the content.
Analyzing successful videos in your niche can provide insights for your own content creation. Researching and preparing before making videos can increase their effectiveness.

Finding the right pricing strategy is key. It helps to define your product's position and understand customer willingness to pay.
Using multiple channels for outreach lets you see what works best. Experimenting with content, LinkedIn presence, and cold outreach can help attract your first customers.
Engaging authentically and sharing real experiences builds trust. Writing from a personal perspective and participating in niche communities can create stronger connections.

Positioning is a powerful tool in changing how the world perceives a product or market.
Listerine's success story showcases the impact of repositioning a product to target a specific customer problem.
Vision, strategy, and positioning are interconnected elements crucial for a company's success.

Positioning is important because it helps customers understand the value of your product clearly. You want to explain how your product solves their specific problems.
There are two main ways to position your product: by comparing it to competitors or by showing how it’s better than everyday alternatives customers already use. Know your audience and what they actually need.
Simplicity is key in communication. Avoid using complicated language or talking about future features that aren't available yet, as this can confuse customers and make them hesitant.