In Marketing class I learned about a man who had a bunch of folding stools to sell. He first positioned them as general-purpose folding stools, but there were no takers. He sold them all when he positioned them as fishing stools.
A well-positioned product connects with a specific market. With a bit of luck, the sale requires minimal targeted advertising and fetches a premium price.
This week I've been in the market for gloves. Not just any gloves, but gloves to protect my hands when I clamber over rocks and ride scree.