Positioning A Product
March 31, 2018
March 31, 2018
The most important thing to remember with “business” is that whilst you want to get people to buy products from you, people buying your products need a good reason to do so.
Often described as the “USP” (Unique Selling Point), it’s strongly recommended that if you’re looking at positioning a company, you focus on one aspect that it does by far away better than any other in the world.
This may sound like generic advice… but it isn’t. The key thing is you need to realize how it works. You see, every “business” is there to provide a result in some form. Maybe it’s to get someone fed, to help them lose weight or to get them better when they’re ill. Companies in all markets provide “value” in some particular way.
The key is realizing how your company is able to provide value. What’s the core of its “secret sauce” – which makes it able to provide users with results that no other business would be able to. This is really what it’s about it.
The trick is to realize what SERVICE you provide. This service can be anything. Making shirts, applying makeup or helping people use computers for different tasks. The point is the thing that you “help” them achieve with your service. For example, “Learning Spanish With Computers” or “Bridal Makeup For Over 70’s”.
Most people get confused about the minutiae of enterprise, when really it’s just a case of getting your head down and focusing on providing a service of some sort. It does not matter what the service is, or why people would use it… the only thing that counts is that you’re able to provide irrespective of who you’re dealing with or why.
You’ll generally find that many people will actually just keep providing the same service for the entirety of their lives. The big difference is they will end up systematizing their processes, allowing them to extend their reach and eventually consolidate some of those systems into “products” which they’ll sell on the open market.
These products are what you see of a business – but you don’t see the underlying work they did to get to a position where it was necessary. This is how many companies end up growing 30%+ year on year, despite having competitors who come into the space, and even create better products — their underlying service is what pushes them forward regardless of how they make progress.