How to “find” the optimal digitale Positionierung?
Through consistent problem solving and target customer orientation, because whoever solves real and demand-oriented problems always has customers.
In the following I would like to point out my approach and help you to find or sharpen your own positioning with the right questions and tips.
Important: Positioning is not something you can design quickly and quickly in 10 minutes on the rice board. Positioning workshops are usually over several days and correctly to the “preserves”. Who works on the positioning of its enterprise should take itself for it the necessary time and peace, since the clear positioning is the basis of the enterprise and the products.
The following 8 steps can be used as preparation/preliminary work and show the structural sequence.
- PROBLEM ORIENTATION Yeah, that's right. Even if it usually means solutions instead of problems, it is important to recognize and understand the customer's problem when developing your own positioning before you can solve it to his satisfaction.
Which problem does my product / offer solve? Problems arise from unsatisfied basic needs.
Which basic need does my solution satisfy? Basic needs are emotional. Purchase decisions are made emotionally
What emotion drives my target customer? Which event generates which emotion and the problem for which my offer is the solution?
2ND TARGET GROUP Which event-based persona definition do I have? For whom is my problem solution interesting and of great use?
Who has the greatest pressure of suffering and the highest energy of action? Who MUST and WILL solve their problem?
- PAINSPOTTING “When the customer suffers, the time is ripe for something new.”
Painspotting is radical, in line with anger and an efficient way to find solutions to the problems of future customers. If you want something radically new, you have to search differently than before.
What are the top 3 problems of your target customers?
Which problems do your target customers have with the existing products and solutions of your competitors?
What problems do your target customers have with their competitors?
Which solution would radically simplify or improve the lives of your target customers?