“The Aztec believed that sacrifice was necessary to ensure the continuity of the world and the balance of the universe…sacrifice usually involved death by heart extraction. The victims were chosen carefully according to their characteristics…”
If you’ve ever been in a well-facilitated product positioning session, this short description may perfectly describe your (metaphorical) experience. If you’ve never been to a well-facilitated product positioning session, you have been missing out. The trouble with many such sessions is the distaste for sacrifice.
But our product is really great.
It has so many features.
There are so many reasons people will love it.
We can’t miss a thing.
We get it. We understand. But the truth is, without sacrifice, a brand starts to stand for so many things in the mind of the consumer that it just becomes noise. Sacrifice will allow you, with razor-sharp precision, to select the one idea that will live in the mind of your customer about what you are all about.
Now we’re getting to the good part. Once you’ve found that one thing, you can start to intrigue your customer with why you own the space you’ve claimed. You can stake your positioning claim in myriad areas, depending on your product or brand—maybe you’re the fastest, the smartest, the smallest, or the best smelling. Whatever it is, your dedication to single-mindedness over time will move you beyond mere intrigue into, dare we say, mind control. Rather than being for nefarious purposes, the real benefit here is to carve out a niche so strong that when your customer thinks of you, they think of your product positioning—and vice versa. This is the “holy grail” of product positioning for marketers.
Just don’t expect to get there without some good old-fashioned sacrifice.
Jill Reiswig is the Content Marketing Managerat Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.