I think I found the formula for great product positioning.

Let’s use Offline’s stellar positioning as an example.

The formula: [Company] is a [product differentiation] for [customer segmentation].

“nationwide community of foodies” = [customer segmentation]

“monthly ritual of trying 2 new restaurants” = [product differentiation] + bonus points for specification through quantification

If “foodie” doesn’t describe you, that’s ok... this isn’t for you. Better to find out now than later.

If “2 new restaurants” per month is too much or too little, that’s ok, this isn’t for you. Better to find out now than later.

If “ritual” gives you the ick, that’s ok... this isn’t for you because this brand voice will permeate everything we do. Better to find out now than later.

Since great positioning better enables the *right* users to take action, Offline knows that funnel performance is worthy of daily obsession, and any attrition needs extra attention.

This uncomfortably narrow scope keeps you on a specific heading, enabling your learnings to compound.

This level of focus doesn’t guarantee a virtuous cycle, but it better enables the chance for it.