When you’re only trying to enter the market, you are not exactly sure of your customer base, even though you do have some assumptions.

You should keep your product positioning loose when you are trying to gain traction to see who really loves your product.

A tight positioning: eg. “We have a finance management tool for people to track domestic finances” might not attract other sections of an audience that might be interested in your finance management tool.

It is only after you get enough traction and when you understand your market better, that you can appeal to the best fit section of your customer base- the actionable base.

In layman terms, if you make a fish net and call it a tuna catching net before testing the waters (literally), you’re making a mistake.

Credits: April Dunford on Twitter

TO DO: Use tight positioning of product after gaining traction and understanding customer base.


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