Aligning performance predictors with market position

Well considered and communicated performance predictors should assist in effectively positioning your product or service.

Occupying the ‘best quality’ position requires the business to produce best quality service, advertise in the best quality publications, associate with best quality strategic alliances and employ best quality staff.

The risk of not aligning performance predictors with your market position is that consumers are less likely to receive your message, because the mismatch will lead to confusion.