Positioning is the art of giving people context about your product and how it can benefit them. Context enables people to figure out what's important – sort of like the opening scenes in a move. The majority of products on the market today are exceptional only when you view and understand them within the right frame of reference. Positioning provides exactly that.

1. Understand your happiest customers

2. Assemble a positioning team

3. Align your vocabulary and jettison baggage

4. List your genuine competitive alternatives

5. Isolate your unique features and attributes

6. Map attributes to values "themes"

7. Identify who cares a lot

8. Find a good market frame of reference

9. Layer on a trend (Maybe)

10. Capture your positioning and share