Three Cs of Successful Positioning: The Competition
Lawson Abinanti - August 15, 2005

Keep Positioning Simple:

Long before marketers discovered positioning, early baseball great Wee Willie Keeler (lifetime batting average .345) summed up how to score on the competition: "Hit it where they ain't." In positioning your B2B software, that means making a unique claim that sets you apart from the competition. Of course, like a well-placed hit, it's even better if it makes the other guys look like they are playing out of position. How do you do it? Intuitively, the answer is obvious: pay attention to your competitors. Many B2B software companies have a competitive intelligence group, and they typically do a great job of assessing and comparing features, functions, and capabilities. It's hard work, time consuming, and requires a stealth mentality, but these groups almost always focus on product issues, and that's not where your positioning battle is fought. ..