In the race to scale, tech companies often focus on innovation, sales, and customer acquisition. But there’s a hidden growth lever that determines whether your product stands out or gets lost in the noise: product positioning.

If your ideal customers don’t instantly understand why your product is a game-changer, it doesn’t matter how great it is — you have a positioning problem.

The Key to Effortless Product Marketing: Positioning

In my Wisdom From Wizards episode featuring Jacob Bassiri, founder of Creator Stock X, we discuss a powerful insight:

“We don’t develop the product the user asks for. We develop the product the user ought to ask for.”

This mindset shift is crucial. Users don’t always know what they need until it’s right in front of them. Think about toilet paper — it was invented in 1837, yet for centuries before, people didn’t realize they needed it. Today, it’s as essential as the air we breathe.

Tech products work the same way. Some of the most successful innovations — cloud computing, digital payments, AI assistants — weren’t created because customers explicitly asked for them. They were positioned as the obvious next step in solving existing pain points.

How to Nail Your Product Positioning

So how can tech scaleups ensure they’re positioning their product in a way that drives demand and adoption? Here are three key steps:

1. Speak to the User’s Unspoken Needs

Users might articulate a surface-level pain point, but the real opportunity lies in addressing the underlying problem they haven’t fully recognized. Your positioning should frame your product as the missing piece that makes their workflow or life dramatically easier.

Example: Instead of saying, “We provide data storage,” position it as, “We help companies regain control of their data so third parties don’t profit off their information.” The second version taps into an emotional, high-stakes issue that resonates deeply.

2. Make It Instantly Understandable

If a five-year-old can grasp the value of your product, you’re on the right track. Positioning should be simple, clear, and differentiated.

Ask yourself: If someone outside your industry hears your pitch, would they immediately see why your product matters? If not, refine your positioning until it passes the “aha!” test.

3. Anchor It to a Larger Shift

The best-positioned products don’t just solve a problem — they align with bigger market movements. Whether it’s the rise of AI, remote work, or privacy concerns, tying your product to an undeniable shift in the industry makes it feel inevitable.

Example: Instead of marketing a creator investment platform as “a way to fund influencers,” position it as “giving everyday people the ability to invest in tomorrow’s biggest creators, just like VCs invest in startups.” This makes it aspirational, timely, and urgent.

Positioning Fuels Growth — Get It Right

When your positioning is strong, everything else — marketing, sales, customer acquisition — becomes exponentially easier. People get your product faster. They see its value more clearly. And most importantly, they feel like they need it.

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