YOUR TARGET AUDIENCE DRIVES YOUR POSITIONING

Summary from the TLDR Marketing newsletter

Don’t differentiate on features alone, because every product category will eventually have the same features and functionality. Microsoft, Discord, and Slack are all communication tools with the same basic features, but their marketing is differentiated by who they’re targeting to use those features. It is generally better to target a niche rather than trying to be a product for everyone. This post contains a chart showing how positioning differs for Microsoft, Discord, and Slack based on their audiences.