Perception Maps Let You See "Where They Ain't"

OK. You've analyzed your competitors and created an informative table. Now, how do you decide if there is an unclaimed gap you can claim for your own? Follow the baseball adage, and "hit 'em where they ain't." (In baseball, this expression refers to the batter hitting the ball where the other team's fielders are not standing). A table won't show where to hit it, but a map will—a perceptual map of the competitive landscape, that is. Figure 2 maps the positioning landscape for the software companies listed in Figure 1.

By creating a perceptual map, you can easily determine whether your proposed product positioning is unique, and avoid creating "me-too" marketing materials that copy your competitors' and fail to set you apart from the competition. Testing your positioning statement for uniqueness is a critical step in the positioning process, but one that many business-to-business (B2B) software marketers overlook. Don't let this happen to you.