Technology Branding and Positioning

What are the biggest challenges for new products?

Positioning products, particularly technical ones, requires addressing three key tradeoffs.

 

1. Omnipotence vs. Versatility:  you can't be all things to all people.

2. Marketing vs. Engineering: you offer features, but people need solutions.

3. Early adopters vs. Mainstream:  the original problem solved is rarely the same as what the overall market needs.

 

Giving up perceived size of market in order to gain traction is often a difficult concept to swallow.  However, it is sually worth it in the long run.