Do I need positioning if my product is awesome?

Short answer: Yes.

If you don’t position your awesome product correctly, it’s unique awesomeness could easily be lost.

I could have the most amazing pair of scissors out there, but if I’m using them to hammer a nail, I will be disappointed.

If you keep telling people that your thing is a hammer when it is really good at cutting stuff, that is a positioning problem. It doesn’t matter how great the product cuts, customers will be disappointed.

If you tell people that you have a continuous integration platform, they will not expect it to automatically configure your monitoring tool. If automatically configuring your monitoring tool is what it does best, customers will not even notice because they will be so focused on the functionality they associate with CI.

Positioning helps awesome products shine and can even make not-so-awesome products attractive, too.