Operating Principle

2–4 min read

Position Against an Alternative, Not a Benefit

Position Against an Alternative, Not a Benefit

Position Against an Alternative, Not a Benefit

Buyers compare you to what they would do instead, so name that alternative.

Buyers compare you to what they would do instead, so name that alternative.

Buyers compare you to what they would do instead, so name that alternative.

Naming the real alternative makes positioning land better than isolated benefits.

Naming the real alternative makes positioning land better than isolated benefits.

Naming the real alternative makes positioning land better than isolated benefits.

Naming the real alternative makes positioning land better than isolated benefits.

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Operating Question

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

Why It Matters

Naming the real alternative makes positioning land better than isolated benefits.

Supporting Evidence

April Dunford, “Obviously Awesome”; Michael Porter.

Research Notes

Apply with category context, audience attention, and the limits of available evidence in mind.

Practical Actions

Name the alternative; build the message around it; test buyer recognition.

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