Remember the last time you bought a car? You bought the car that did the best overall job of meeting your needs.

There were other cars that had a better GPS, a faster engine, a nicer interior, etc. But in the end, those deficiencies weren’t enough to sway your decision because all the positives together far outweighed a few things that weren’t ideal. The Playbook:

A car is a solution made up of many subsystems. Every subsystem doesn’t have to be the best to create a great car that you can be happy with for a long time.

That’s the beauty of positioning solutions. Every product doesn’t have to be the best at what it does.

You’re taking the focus away from each product and positioning your organization’s ability to make customers more successful than the competition at things that are critical to their business.

If the solution is three products, the value of each product individually isn’t nearly as important as the value of all three products together.

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