Best Practice Report

Foundations of Positioning and Differentiation

January 1st, 2018
With contributor:
Drew Zalucky

Summary

Developing a value proposition requires the right balance of positioning (establishing sameness by situating the offering within a category) and differentiation (establishing opposition vs. competition within the category). Organizations should craft the value proposition to balance persona-driven industry positioning and competitive differentiation. Additionally, different demand types — new concept, new paradigm, and established market — require different positioning and differentiation approaches. In this report, we introduce key considerations for positioning and differentiating an organization or one of its offerings by demand type.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.