4.5 Positioning Pitfalls (and How to Avoid Them)

• Mistake

  Marketers get stuck talking about product features instead of what those features actually do for the customer.

• Why it happens

  It’s easy to talk about the things we build or control (speed, size, power, etc.). It’s much harder—and more valuable—to explain the positive outcomes those features deliver.

• Example

  A phone company might promote “7.8mm thin design” and “12-core processor” instead of outcomes like “slips easily into your pocket” or “runs all your favorite apps effortlessly.”

• Fix

  Use Wow! Groups and, even better, laddering and HVM, to connect features to benefits, emotional outcomes, and values. Lead with outcomes in your positioning.

• Mistake

  Trying to be all things to all people.

• Why it happens

  Marketers worry about leaving potential customers out, so they create vague, generic positioning statements that appeal to no one.

• Example

  A meal delivery service says, “Convenient, delicious meals for everyone!”

  But what does that mean? Busy parents? Health-conscious singles? Budget-focused students? Without a clear target, the message falls flat.

• Fix

  Pick a primary segment. Speak directly to them. You can expand later—but only after you’ve won over a core audience.

• Mistake

  Imitating a competitor’s positioning too closely.

• Why it happens

  When a competitor succeeds, it’s tempting to borrow their language or claims. But customers quickly notice when brands lack originality or authenticity.

• Example

  Multiple sports drinks all trying to be “the ultimate hydration solution”—with few distinguishing features.

• Fix

  Use bottom-up thinking to find unique differentiating tactics that competitors can’t easily copy.

• Mistake

  Creating positioning that appeals only to logic or only to emotion—not both.

• Why it happens

  Some marketers think consumers buy purely based on facts. Others assume emotion alone will close the sale.

• Example

  An insurance company says “lowest prices guaranteed” (logic) but forgets to also promise greater confidence in an uncertain world or protecting home and family (emotion).

• Fix

  Make sure your positioning excites both the rational rider and the emotional elephant. Use laddering to uncover emotional benefits and values—and validate them through WOW! Groups.

• Mistake

  Creating a positioning statement that sounds fine on paper but doesn’t inspire interest, excitement, or action from real customers.

• Why it happens

  Internal teams can fall in love with their own ideas and forget to test them outside the building.

• Fix

  Always validate your positioning using WOW! Groups with Six Hats Thinking. If the target audience doesn’t say “Wow!” or light up with interest, keep refining.

Even the most experienced marketers can fall into these traps. But by applying the skills you’ve learned—laddering, HVM mapping, bottom-up thinking, Six Hats testing, and WOW! Group feedback—you’ll have the tools to catch problems early and sharpen your positioning until it truly resonates.