Part 4/6:
Narrow to a Single Position: Focus on the unique aspect that makes your offering stand out.
Communicate Clearly: Find ways to effectively present this point to your target audience.
He underscores that strong positioning requires asking "Why?"—why does your product exist, and why should consumers care? This isn’t about mission statements or altruism but about pinpointing the core reason your offering is needed.
Case Study: Outlier.org
To illustrate, Rasmussen shares how he developed the positioning for Outlier.org, his online, college-level education platform. During a seven-hour road trip, he succinctly summarized the company’s purpose: "ultra-high quality, affordable online education."