Aazar Ali Shad
2 min readJan 11, 2022


You need a positioning strategy that stands out, not blend in. I have been part of three companies that felt in this trap.

I was able to get them out of this hole. Just because Hubspot, Intercom, Mailchimp, and other big companies have been successful with this, it does not mean you should follow the same route.

It simply means you are lazy to figure out why your customers love you.

Here are 4 reasons why it’s the shittiest positioning ever:

1 — You don’t have a POV

Every company should theoretically start with either a better or different market point of view. All-in-one positioning leads to having no point of you. This means you are everything to everyone.

2- You don’t know what you are good at

As mentioned that you might be lazy. But this actually means that you have not done enough customer research.

3- You don’t know which direction your company needs to go

It also means that you are not seeing the future and where you fix the puzzle of the customers’ problems.

4 — It’s a safe bet

You actually have talked to customers but you know that they are requesting for proposals (RFPs) and you want to make them feel “safe”. Well, let me tell you something, you don’t win the marketing by betting safe.

What should do you instead?

  • Do a jobs-to-be-done research to figure out why customers buy from you
  • Pick a side and go with a point of view
  • Look in the future and think about how folks with interact with the product in your market. Then, choose that direction.
  • Run rapid copy, messaging, and user tests to figure it out.
  • Example:
  • Vitals — All-in-one Shopify App → Shopify Marketing App
  • Ecomply — All-in-Data Protection Management Software → Data Protection Management Software for Experts
  • Follow @aazarshad for more marketing insights.