Lore

Four New Ways AI-Era Markets Break Positioning Execution

Dunford's claim is that AI hasn't changed the fundamentals of positioning (see Dunford's Five-Part Positioning Framework) but volatile, AI-driven markets create "a hundred new ways to mess it up," concentrated in four problem areas:

1. Needing a point of view about the future — see Point of View on the Market's Future as a Positioning Requirement.
2. Messiness in the competitive-alternative landscape — the set of "what would the customer do instead?" options is shifting faster than usual, making step one of the framework harder to pin down.
3. How far ahead to position — described as "the biggie": whether to position against today's actual competitors or the ones expected to emerge. See How Far Ahead to Position (Current vs. Anticipated Competitors).
4. Operationalizing customer understanding — systematizing how a company keeps its picture of best-fit customers current as the market moves.

Items 2 and 4 are named but not developed in this part of the source; they may be expanded elsewhere.

Из тем: Positioning, Marketing, and Go-to-Market