Manufacture Your Competition to Legitimize the Category

"Competition, therefore, becomes a fundamental condition for purchase."

"perfect positioning situation. SharePoint represented the viable market alternative while Dropbox represented the viable product alternative. All Box had to do was position itself at the intersection—Dropbox’s ease of use meets SharePoint’s enterprise standards. Best of both worlds."

"In the pragmatist’s domain, competition is defined by comparative evaluations of products and vendors within a common category."

"For (target customers—beachhead segment only) •    Who are dissatisfied with (the current market alternative) •    Our product is a (product category) •    That provides (compelling reason to buy). •    Unlike (the product alternative), •    We have assembled (key whole product features for your specific application)."