Skip to content Most companies get positioning wrong because they start with themselves. They write statements like “We are a cloud-based enterprise platform that manages data assets.”
The customer’s response? “So what?”
The Harvard Division of Continuing Education argues that the most effective positioning statements don’t describe the product—they describe the problem the product solves. If you can articulate the customer’s pain better than they can, they will automatically trust you have the solution.
When companies focus on their features (“we have an AI engine,” “we use 256-bit encryption”), they force the customer to do the heavy lifting. The customer has to figure out why those features matter to their specific headache.
The Fix: Flip the script. Start with the customer’s reality, not your spec sheet.
A strong positioning statement validates the customer’s experience. It confirms that you see their problem and offers a way out.
“BlueKai is an enterprise-level, cloud-based platform that manages your data assets for marketing interaction programs.”
The issue: It’s a word salad of features. Unless the customer is explicitly looking for a “data asset manager,” they will tune out.
“At Gazelle, we pay you for the cell phones and iPads you no longer need—helping you upgrade faster or just putting a little extra cash in your pocket.”
The win: It doesn’t mention how they recycle the phones or their logistics software. It focuses entirely on the customer’s desire (upgrade faster) and the solution to their problem (old phones cluttering a drawer).
If your current statement sounds like a technical manual, use this approach to fix it:
Identify the “Villain”: What is the specific annoyance or barrier your customer faces right now? (e.g., wasted time, clutter, uncertainty).
State the Consequence: What happens if they don’t solve it? (e.g., missed upgrades, lost revenue).
Position the Product as the Resolution: Introduce your brand only after the problem is established.
Customers don't care about your product. They care about their problems. The moment you stop trying to be the hero of the story and start positioning your product as the tool that defeats their enemy, you win.
Article: Creating a Positioning Statement? Position the Problem, Not The Product
Publisher: Harvard Division of Continuing Education
Expert Insight: Dave Power (President & CEO of Perkins School for the Blind, Strategy Advisor)
