Sunday, January 17, 2010

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. 

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