Positioning is about how you differentiate your product or service in the mind of your prospect.

The Essence of Positioning

Positioning is a new approach to communication, advertising and marketing.  It is an organized system for finding a window in the mind of your prospect in order to position effectively over there a product – a merchandise, a service, a company, or a person – against its main competitors. This system is based on the concept that communication can only take place at the right time and under the right circumstances. The mind accepts only that new information which matches its current state. It filters out everything else. In other words, positioning is a process by which a psychological "anchor" has been placed into the minds of prospects so that they come to choose one specific person or company over another.

Positioning is what you do to the mind of the prospect – you look for the solution of your problem inside the prospect's mind. Anyone can use positioning strategy to get ahead in the game of life.

Customers for Life

By: Brian Tracy

The two most important words to keep in mind in developing a successful customer base are Positioning and Differentiation.

Positioning refers to the way your customers think and talk about you and your company when you are not there. The position that you hold in the customer’s mind determines all of his reactions and interactions with you. Your position determines whether or not your customer buys, whether he buys again and whether he refers others to you. Everything that you do with regard to your customer affects the way your customer thinks about you... More

 Case in Point  Ten3 Business e-Coach

Launched in 2001, the new-to-the-world Ten³ Business e-Coach had customers in 80+ countries by 2004. In the jungle of educational web sites, Ten3 Business e-Coach created and took the lead in the niche focused on helping people build their cross-functional excellence, entrepreneurial creativity and systems thinking and inspiring innovation and business synergies. To differentiate its services from other e-learning resources, Ten³ Business e-Coach used the following positioning slogan , "We don't just teach – we inspire!"