Best Practice Report

Foundations of Positioning and Differentiation

January 1st, 2018
With contributor:
Drew Zalucky


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.

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