What is this for?

Positioning Strategy is the single largest influence on technology and innovations buying decision. We have created this eBook to help you build a wining market position.

• Learn fundamentals on how the Technology Adoption Lifecycle impacts competitive positioning.
• Have a thorough understanding of your opportunities and Ideal Customer Profile.
• Prioritize market opportunities.
• Build a differentiated positioning that aligns with your market.
• Learn how to build market influence, awareness and WOM.
• Design an influence and awareness program.
• Self-asses your position.

What's the content of the eBook?

We describe our methods with examples and case studies to build a customer-aligned position. The topics we cover are:

• Positioning strategy fundamentals.
• Market segmentation / opportunity assessment.
• Competitive differentiation in tech.
• Building your Ideal Customer Profile.
• Crafting your positioning statement.
• Helping the market position your product/business.
• The market infrastructure —or ecosystem— concept.
• Market ecosystem relations as the key to positioning your product.
• Key competitive positioning tasks as your market evolves.
• Self-test your competitive positioning strength.