Identify your demand type

Business benefits

Increase the effectiveness of your positioning strategy.

Ask Are we a brand new technology? This is a New Concept trait.

For example, Palantir Technologies, which introduced artificial intelligence into a space that didn’t already have AI.

Ask Will buyers need to create new budget line items to buy our product? This is a New Concept trait.

Ask Will we have to educate buyers that they have a problem? This is a New Concept trait.

Ask Do we retool an existing process? This is a New Paradigm trait.

For example, a CRM like Salesforce replaces tracking contacts with spreadsheets or a physical Rolodex.

Ask Are we trying to replace an existing budget line item? This is a New Paradigm trait.

Ask Do we solve a current problem better? This is a New Paradigm trait.

Ask Are we a necessary technology or product? This is an Established Market trait.

Ask Do we operate in a highly competitive, commoditized market? This is an Established Market trait.

Ask Do buyers hit an inflection point where they are going to buy something, whether it’s our product or not? This is an Established Market trait.

Pick the demand type that best matches your product, based on which set of questions you most said yes to: New Concept, New Paradigm, or Established Market.

Demand type What it does Examples Positioning story needs
New Concept Disruptive product that requires the brand to explain what the problem is and why customers need a solution to it. Engagio Reference point
New Paradigm Retools an existing process by solving the problem better than the existing solution. Salesforce, RadarFirst, many SaaS tools Strong villain
Established Market Necessary product where a customer will eventually make a purchase from one brand in a crowded market. Learning management systems, marketing automation Reference point or strong villain

For example, the Saas company, Slack, which is a New Paradigm, positioned itself against email, instead of positioning its product features against its competitors. Slack made email the villain.

Needs to be a benefit.

The questions in this playbook can be italics with “” removed to make it easier to read and flow.

If possible try to shorted the steps as they are quite long.

This assumes the reader has already gone through and used this canvas.

‘Think about’ isn’t really a direct action to do as a step.

@lsmous This structure seems all wrong.

First, we need to take out or modify steps that make it non-standalone, unless they’re absolutely essential (these aren’t).

Second, we need to simplify our steps as much as possible. These are overly complicated.

  1. Ask, Are we a brand new technology?
  2. Ask, Do budget line items exist?
    … and so on

Final step: Figure out your demand type based on which group of questions you said yes to – 1-3: New concept; 4-6: New paradigm; 7-9: Established category.

We’re not giving them enough information about demand types for them to know how they’ll affect their positioning story or marketing strategy, and that seems well outside the scope of this playbook anyway.

Restructured the playbook to focus on the singular objective of picking the demand type