The Secret to Solving Your Positioning Problem: Creating a "Versus" Scenario

If prospects do not "get" what you do, you probably do not have a product problem. You have a positioning problem.

Gerard explains the "versus" scenario: position your brand as the ally and pick a clear antagonist for you and your customer to stand against. Usually the villain is not a competitor — it is the status quo, the way things are currently done.

Dove fought unrealistic beauty standards. Apple fought the boring corporate PC. When you define what you are against, what you are for becomes obvious.