Positioning means creating substantial, defensible, perceptible, significant, credible difference.
- Being substantially different means your differentiation is actualized in offerings that differ from others on the market. The difference is real.
- Being defensibly different means your differentiation is so difficult to imitate that your competitors will have to weaken their own positioning to copy your key offerings. The difference is enduring.
- Being perceptibly different means that a customer considering your offerings and competing offerings will see differences. The difference is obvious.
- Being significantly different means that people care enough about your difference that they will pay for that difference, either with money, effort, time or risk. The difference is important.
- Being credibly different means that people have faith that your difference will make a difference in their own lives. The difference is believed.