What sets you apart, and why should buyers care?
Many of our corporate clients ask how to build a positioning process that adds clarity. Their teams want to know what steps help them show value in a way that their clients and customers understand. You need more than a checklist or shortcut. Positioning works only when your team sticks to what your company does best. Good positioning reflects the products and services that your customers already prefer and trust. Distractions often come up, pulling attention toward ideas that seem exciting but do not reinforce your strengths.
Staying focused takes discipline. Use concrete steps that help B2B healthcare teams create a clear story and find real value. The framework below comes from work with medical and tech companies, but it fits most B2B companies that want their story to stand out.
Voice of Market Mapping
Start with listening. Find out how your best customers describe you. Ask people in product, marketing, and sales for examples. Gather words and phrases from real conversations. Ask customers why they chose you instead of another vendor. Keep track of how they talk about what you give them, and about what your competitors do not.
Pay special attention to your top clients. Learn what they do when they have trouble understanding you. Look for what triggers the final decision to buy. Sketch out what you find so you can spot patterns.
Why You (Signature Superpowers)
Unique features matter, but only when you explain the reason behind them. Gather your team and discuss why buyers want your company’s features. Focus on the value these attributes deliver. Use plain terms to answer the key question: Why does this matter to your customer?
Think of your best product feature as a superpower. It’s not enough to know it exists. You need to show how it works differently compared to the competition.
How Will It Save Me?
Customers need to see your strengths in action. They want to know which problems you solve and how you do it better than others. The question they ask is, “Will this fix my problem?”
Describe the way your product or service produces results that others cannot match. Point out the groups or personas who gain the most. Spell out the value in simple terms that help people see themselves benefiting.
Choose the Story for Your Hero
Customers do not always know where they fit in your story. If their role is unclear, they feel lost. A good positioning strategy gives customers context. Use names for your market category that make sense to buyers. You do not need to create a new market category. Pick a description that helps buyers see the real advantage.
For example, instead of a broad label like “healthcare IT software,” choose something focused: “AI-driven diagnostic support tools for radiology departments.” This helps your customer know where they belong and what problem you solve.
Make the story easy to follow. Give your customer a clear role and an obvious path. The best frameworks use words that are specific and practical.
