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Why Product Positioning Is Useless

And why Apple and Steve Jobs does it best

Yes.  Product Positioning is mostly useless.  A waste of time.  Simply because it’s so very rarely done well at all.

Surprisingly, few people understand the basic concept of product postioning.  They don’t realize that proper product positioning is the foundation of marketing.  They tend to believe that product positioning is a trivial marketing fluff exercise that belongs in some PowerPoint presentation  – which will never be taken seriously by anyone (if seen by anyone at all).

ipod product positioning

Done correctly, product positioning is the most important thing a marketing person can do.  The downstream return on investment is staggering.

Why the picture of the iPods?  Because of the pretty colors?  No… because Apple has some of the best product positioning the Universe has ever seen.  They understand that product positioning begins BEFORE the product is created (or even in development).  Product positioning is something that is part of the product conception process.

More Stories By Hollis Tibbetts

Hollis Tibbetts, or @SoftwareHollis as his 50,000+ followers know him on Twitter, is listed on various “top 100 expert lists” for a variety of topics – ranging from Cloud to Technology Marketing, Hollis is by day Evangelist & Software Technology Director at Dell Software. By night and weekends he is a commentator, speaker and all-round communicator about Software, Data and Cloud in their myriad aspects. You can also reach Hollis on LinkedIn – linkedin.com/in/SoftwareHollis. His latest online venture is OnlineBackupNews - a free reference site to help organizations protect their data, applications and systems from threats. Every year IT Downtime Costs $26.5 Billion In Lost Revenue. Even with such high costs, 56% of enterprises in North America and 30% in Europe don’t have a good disaster recovery plan. Online Backup News aims to make sure you all have the news and tips needed to keep your IT Costs down and your information safe by providing best practices, technology insights, strategies, real-world examples and various tips and techniques from a variety of industry experts.

Hollis is a regularly featured blogger at ebizQ, a venue focused on enterprise technologies, with over 100,000 subscribers. He is also an author on Social Media Today "The World's Best Thinkers on Social Media", and maintains a blog focused on protecting data: Online Backup News.
He tweets actively as @SoftwareHollis

Additional information is available at HollisTibbetts.com

All opinions expressed in the author's articles are his own personal opinions vs. those of his employer.

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