02.2.3 · Skill in Product positioning
Market category
Choosing the category that makes the product's value obvious.
The category a product claims decides what people compare it with and what they expect. A well-chosen category makes strengths obvious, and a poor one makes them invisible. Sometimes the right move is a sub-category of an existing market rather than a new one.
Resources
2- articleStart hereHow context can transform your product ↗April Dunford · 2017 · 7 min
A startup story where changing the frame around the same product changed its results.
- articleGo deeperProduct framing can help grow your startup, or kill it ↗April Dunford · 2017 · 10 min
Four ways to frame a product against a market category, from leading one to redefining it.
Tools
none yetTools for this topic are being researched.