Term
Positioning
In Dunford's definition, the deliberate choice of what a product is the best at for a clear group of buyers who care a lot about it. She describes it as the context in which a customer sees the product.
Obviously Awesome, April Dunford
Explained in
- Obviously Awesome, April Dunford
- This Is Marketing, Seth Godin
Choosing the place a product holds in people's minds compared with the alternatives. For Godin it is a map of two traits that matter to the audience, on which you look for an empty corner.