We like to feel our marketing strategy is validated. Despite that, it is our belief that positioning research is usually counter-productive. So how do you choose positioning, and what research SHOULD you be doing?

If you feel like every positioning exercise unearths the same ideas, maybe it’s time to apply the “jobs to be done” theory.

Is your brand niched, or have you found the right target? Knowing the difference is key to maximizing your market opportunity.