Jordan Ogren

August 19, 2021

Great positioning is a combo of these two things.

"My neck is killing me."

"Do you sleep on your side?"


"Have you heard of the cube pillow (Pillow Cube)?"

And just like that, Pillow Cube gained a new customer. Pretty simple, right?

Not exactly.

I promoted Pillow Cube even though I've never used one myself because they have excellent positioning. 

They aren't trying to be the Amazon of pillows. 
They aren't trying to be the king of feather pillows.

They focus on solving a semi-specific pain (neck pain from sleeping) for a specific person (side sleepers).

How do they position themselves so well?

It starts with the product. 

The pillow is shaped like a cube because of the angle the head lays when side sleeping. It is not designed for stomach sleepers.

And ends with the messaging. 

In their ads and website, Pillow Cube explicitly states who their product is and isn't for. "The perfect pillow for side sleepers." — website.

Their ability to write effective messaging that leads to perfect positioning is because they know where and how they should play to have the greatest chance of winning (solving side sleepers' specific pain).

The lesson: Product and messaging work together to achieve phenomenal positioning.

Let's say their messaging was around being the comfiest pillow or the best for REM sleep. This would kill their positioning, and I wouldn't have recommended their product.

Let's say they sold a generically shaped pillow with their current messaging. Unfortunately, their product would not deliver on their messaging and would destroy their positioning.

Positioning is a combination of product and messaging fit.

One without the other results in 💩 positioning.

What are your thoughts on positioning?

🧠 // JO

P.S. Here is the link for Pillow Cube's website if you want to see positioning at its finest: