You don't have another year to waste speaking to people who'll never buy.

I know that sounds dramatic, but here's what I mean: A productivity app launches with the promise of "stay organised, get more done, work smarter."

And on paper, it makes sense. Except for 15 other apps, which say the same thing. Everyone helps you stay organised now. Everyone promises you'll get more done. Everyone claims to make work easier.

So when someone scrolls past, they don't stop. Not because the product is bad — I've seen excellent products go nowhere for this exact reason. It's because the message did not move the right people. The ones who would actually pay and tell others about it.

The question has moved from "what does it do?" to "for whom?"

Is the productivity app for a freelancer juggling multiple client projects? A student managing assignments across six classes? An executive assistant coordinating work across different time zones?

That specificity changes everything. That's what positioning actually does.

And you can approach it in two ways:

1. Through messaging: the one-liner people remember and repeat when someone asks what the product does.
2. Through storytelling: your content, your community presence, showing up consistently for your specific people until they recognize themselves in what you build.

That's the difference between positioning through features and positioning through recognition.

You've probably bought into products like that before. Where it felt like the creator built it for someone exactly like you.

So, pick your people. Trying to speak to everyone at once is how brands spend years in cycles.