Know-How Exchange : Strategy

The challenge is to first identify the primary target audience and then define the important benefit the product provides for that audience.

This is not as simple as the description (above) seems. In fact, the Positioning process, which is what this is, often takes weeks or months when done right, and it's best done by someone who has been through the process several times before. It's the "art" of marketing, combined with some of the "science."