Do we focus on creating a superior product or on superior positioning? While we can never have the product or service we are delivering be deficient, more often than not it is positioning that wins out over the nature of the product.  In our cluttered day, it is often hard for a purchasers to have the time to see all the features and functionalities of a product.

Never neglect your product or service, but spend even more time on how you position it. 

Given this reality, especially in an early stage venture, it is just as important to spend time and resources on how your offering is positioning as you do on the product or service itself.   Many runners will tell you that there are running sneakers that are superior than Nike, but Nike is still the market leader. Did we need more coffee when Starbucks started? Or did they just create a new and different experience. Never neglect your product or service, but spend even more time on how you position it.