If not packaged well, even the ideas with the greatest potential can flop harder than the worst ones.
It was 2008. I was roughly 14 years old. TATA Motors, an India-based multinational automotive company, released a new model. The name was TATA Nano.
At a price range of $1500–2000 (yes, you heard me right), it was supposed to be a safer alternative for Indian families still riding three to a scooter. It could have transformed mobility for millions of low-income families.
But it didn’t.
Why so?
Because, in India, getting a car is supposed to be a status symbol. And when a car comes with the tag of being the cheapest, it stops feeling like a dream and starts feeling like a compromise.
Meanwhile, Tesla managed to sell itself as the self-driving car of the future, even though its autopilot works sloppier than me on a Friday evening.
I’m sure you have figured it out by now. I’m not talking about cars here. I’m talking about how positioning works.
And it goes for online writing as well.
Here’s how I was doing it wrong and how I learned to do it right this time around.