Your product is the Solution: Position your product as a solution to a real problem.

Position your product as a solution to a problem. Blog by Mira Awad

The success of a product hinges on one fundamental principle: it must offer a solution to a pressing problem that a segment of the population faces. The more significant the problem and the larger the audience, the greater the potential for your product to become popular and profitable. However, success isn't always about reaching the largest audience. Sometimes, addressing the need of a very specific, well-defined market segment can lead to a highly desirable product.

Let’s explore how understanding your audience and positioning your product as the ideal solution can lead to success.

The Importance of Solving a Problem

1. Identifying the Problem:

Every successful product begins with a problem that someone is facing. Whether it's a minor inconvenience or a major pain point, the first step is to identify the problem that people genuinely want solved. This problem could be anything from the inefficiency of traditional methods to a gap in existing services or products. Addressing a specific problem in your storytelling will make these potential clients feel that you understand their pain, and then positioning your product as the perfect solution will tap into their need to solve it.

The founders of Airbnb, for example, recognized a problem faced by travelers—finding affordable, convenient accommodations alongside an elevated out-of-the-box travel experience. They identified this gap in the market and developed a platform that allowed people to rent out their homes or spare rooms to travelers, and their storytelling offered a solution to both the accommodation shortage and the desire for more personalized travel experiences.

2. Defining the Target Segment:

Once you've identified the problem, the next step is understanding who is experiencing it. The more clearly you define your target audience, the better you can tailor your storytelling to reach their hearts. This audience could be a broad market, such as busy professionals looking for time-saving solutions, or a niche segment, like luxury car enthusiasts who desire exclusivity and premium features.

Tesla’s Model S was designed not for the mass market but for a specific segment—affluent, environmentally conscious individuals who wanted a high-performance electric vehicle. By focusing on this niche, Tesla was able to create a story that perfectly matched the aspirations and desires of its target customers, paving the way for its success in the luxury car market.

Broad vs. Niche Markets: Both Can Be Successful

1. Broad Market Solutions:

When your product solves a problem for a large segment of the population, the potential for widespread adoption is high. Products in this category often become household names because they address universal needs or common pain points.

Consider smartphones for example. They solve a broad range of problems for a massive audience, from communication and entertainment to productivity and navigation. Because nearly everyone can benefit from these devices, the market for smartphones is vast, and the products themselves are ubiquitous.

Advantages: There is a huge segment of potential clients who are always on the lookout for the latest technology, they are actively looking for your product. There's also room for trial and error and sub-segmentation to explore.

Challenges: With such huge markets and an array of different products competing for the same client, it is sometimes challenging to grab attention. You need to find a unique angle for your product's storytelling that sets it apart and makes it unique.

2. Niche Market Solutions:

On the other hand, products targeting a smaller, more specific audience can also achieve great success. These products often command higher prices because they are tailored to meet the unique needs of their customers, who are often willing to pay a premium for a product that fits them perfectly.

Luxury brands like Rolex cater to a niche market of affluent individuals who value craftsmanship, prestige, and exclusivity. While the market for luxury watches is much smaller than that for everyday timepieces, the brand’s success is driven by its ability to solve the “problem” of wanting a high-status, highly reliable watch.

Advantages: If you know your audience, you'll know exactly how to tailor your story to speak to their wants and needs.

Challenges: If the segment is truly small, you need to know where these people dwell and what experience they are looking to have, you need to make sure you are "speaking their language" and that your product is positioned accurately within their worlds.

Positioning Your Product as the Solution

1. Understanding Your Audience:

To position your product effectively, you need to deeply understand the demographics, behaviors, and needs of your target audience. Deploy market researchers to gather insights about your audience's most pressing problems, and use this information to shape your product marketing strategies.

I have to add that on some rare occasions, the findings show us that no amount of storytelling can do the trick and that the product itself has to be adjusted before a good story can be told about it.

I worked with a client who built a wonderful online wellness platform, however, after some research, we realized that our potential clients wanted to use this platform to unwind on their way to work or back, which mostly is while they are riding the underground train, where they are not always able to connect to the internet. The product had to change from an online web platform into an app with offline functionality before we could even start telling the story of what makes the product special.

2. Communicating the Value Proposition:

Your marketing message should clearly articulate how your product solves your audience’s problem. Focus on the benefits and outcomes rather than just the features. Explain how your product makes life easier, better, or more enjoyable for your customers.

Apple’s marketing for the iPhone often focuses on how it enriches users’ lives—through stunning photography, seamless communication, and cutting-edge technology. By positioning the iPhone as more than just a phone, but as a tool for personal expression and connection, Apple successfully communicates its value proposition to a broad audience.

3. Building Trust and Credibility:

Positioning your product as the solution also involves building trust with your audience. Use testimonials, case studies, and demonstrations to show how your product has successfully solved the problem for others in your target segment.

Slack, the team collaboration tool, gained traction by sharing stories and testimonials from early adopters who experienced increased productivity and better communication. These success stories helped to build trust and position Slack as the go-to solution for workplace collaboration.

To sum it up...

1. Start with the Problem:

Identify a pressing problem that your target audience faces. This is the foundation for your story's success.

2. Get to Know Your Audience:

Define your target segment clearly, whether broad or niche and tailor your story to meet their specific needs.

3. Position Your Product as the Solution:

Communicate how your product solves the problem effectively, focusing on the benefits and outcomes that matter most to your audience.

4. Build Trust:

Use testimonials and success stories to establish credibility and demonstrate your product’s effectiveness.

In conclusion, whether you’re targeting a broad market or a niche segment, positioning your product as the perfect solution to a pressing problem is key to capturing the attention and loyalty of your customers. Remember, your product isn’t just something you sell—it’s the solution your customers have been waiting for.