Doing positing through a positioning statement is one of the dumbness constructs in Marketing that we've been fed 🤦‍♂️ . It is simplistic, counterproductive, inhibits market flexibility, and assumes we all know the ultimate answer of what our product is in the mind of our future customers. Let me tell you a secret 🤫 : To master positioning, you need a process, not a statement. Why do so many SaaS start-ups fail in positioning?  Many companies think their lack of market penetration is a marketing or sales problem when in reality, the problem lies in positioning. An undefined marketing, unclear target group, and lack of differentiators —all these components contribute to a brand pitfall 💸 . How do you know you're having a positioning problem?  In b2b SaaS, you will see friction in the mid-funnel, experience a long sales process, and find yourself constantly reexplaining the wow factor of your product. Does it sound familiar? 😫 How to fix your positioning problem? 💡 Ask your customers what are your product alternatives and why they chose you over them. Once you know this selling point, leverage this info to find the right market where your product's unique value is clear and needed. Remember: Positioning is not about messaging: It touches all aspects of your company, from marketing to customer service, so make sure they are all aligned 🤝 #Positioning #MarketingStrategy #StartUp #B2BSaaS #ProcessOverStatement #Innovation #Growth