What is [[Positioning]]? >Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about. >April Dunford 10 Step Positioning Process 1. Understand the customers who love your product 2. Form a positioning team 3. Align your positioning vocabulary and let go of your positioning baggage 4. List your true competitive alternatives 5. Isolate your unique attributes or features 6. Map the attributes to Value "Themes" 7. Determine who cares a lot 8. Find a market frame of reference that puts your strength at the center and determine how to position in it 9. Layer on a trend (but Be Careful) 10. Capture your positioning so it can be shared.