Product Positioning: Looking Beyond Your Own Features

Conventional beliefs limit product positioning to the actual product itself.

But customers aren’t necessarily interested in the product, says entrepreneur and business analyst Alan Armstrong. When a company strictly looks at positioning in terms of product features, they forget about customer relationships, competitive positioning and a slew of other meaningful factors.

Armstrong states that the customer-company relationship is pivotal in customer retention and acquisition. A focus on the relationship between the product itself and what customers are looking to get out of it is the only way to avoid being narrow-minded in your positioning.

For more on looking at the whole product positioning picture, read the full article by Armstrong.

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