What is product positioning?

Product positioning is the deliberate choice of how your product should be perceived relative to the alternatives: what category it belongs to, who it is for, and why it is the best option for them. Positioning lives in the buyer’s mind — your job is to influence the comparison they are already making.

Good positioning starts from competitive alternatives, not features. Decide what buyers would use instead of you, identify the capabilities only you have, and translate those into value for a specific segment that cares most.