This week, we’re going after one of the most deeply embedded (and dangerous) beliefs in business: Positioning is the strategy.
In our new book, The Existing Market Trap, we finally said what we’ve been thinking for years: Positioning is not the answer. It’s the trap.
Here’s why:
The Fallacy of Positioning
Most people think positioning is smart. Strategic. Responsible.
“Let’s reposition our product.”
“We should tighten our messaging vs. competitors.”
But the truth is, positioning - by definition - is about placing your company inside an existing market. It assumes the aisle already exists. The problem and solution are well defined. And your job is to fit.
That’s not strategy. That’s survival.
Positioning tells you to find a big market, build something better, and then explain why you’re different.
It sounds smart—until you realize you’ve set yourself up to fight against an established frame. At a distinct disadvantage. And for what? Scraps. Just a piece of the 24% that’s left of the category value after the Category King takes 76%.
What Positioning Misses
It doesn’t ask the real questions:
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What unique problem are we here to solve?
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What kind of future are we building?
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What makes us truly different, not just better?
If you’re only positioning, you’re not building a category. You’re fighting for a place in someone else’s. The best companies don’t find their position. They define the playing field.
Choose Wisely
Positioning puts you in a market. Category Design puts you in the lead.
One asks where you fit. The other asks what future you’re here to create.
This is one of the boldest chapters in the book and it’s already sparking big conversations.
If you’ve ever felt like your product was being miscategorized or your company misunderstood, this is a wake-up call.
Want to go beyond positioning? Let’s have a conversation.
