Are you certain about this?

The art of positioning involves figuring out what’s meaningful in the mind of your ideal customer.

Not what you think is important. What they think is important.

So every now and then, I see something like this that makes me wonder how they arrived at this as a statement.

Certainty in every bottle

Now, I am by no means a wine connoisseur, but I can’t think of the last time I chose a bottle of wine based on certainty.

Is that really a consideration amongst wine purchasers?

Who looks at that and thinks, “Oh, ‘certainty’. Fabulous. Lets’ get that one!” ?

Make sure you get outside of your jar, outside of your peers and your industry, and choose a statement that’s meaningful to your customers.

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