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Overview of The New Positioning by Jack Trout
 
The original Positioning book was a breakthrough because it changed the focus of marketing from what you do to the product to what you do to the mind. The current book talks about the new things that we've learned about the human mind. It presents case studies of companies that had to reposition themselves in people's minds if they were to survive. And it provides a lot of practical advice, from how to name your company and product, to how to make sure customers will understand your product's category.
How software developers can benefit from
Jack Trout's "The New Positioning"
Trout believes that you can't successfully position your product as something that everybody needs. You simply can't convince buyers that your software has both the most powerful feature-set and the simplest interface. It's unlikely that you're the most powerful while being the least expensive. You can't be the ideal solution for newbies and techies. You have to carve out a position in the marketplace, and dominate that position.
Automobile manufacturers used to position themselves as dominant in a particular category. Today, Chevrolets are tiny and huge, cars and trucks, inexpensive and luxury. As confusion goes up, market share goes down.
Software developers have a similar problem in defining their categories, and their positions within these categories. There's a tendency on the part of developers to try to describe their applications as the solution to every problem known to humankind. A better solution might be to create separate programs for each market, and to use them to dominate each market.
Should software authors read The New Positioning?
Much of the book is targeted toward consumer goods that people buy over and over. People buy Windows clipboard extenders in a much different way than they buy bread each week. But there are a lot of fresh ideas in this easy-to-read book, and it's worth the time.
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