People tend to gravitate towards things they are familiar with; interestingly, when they have no peripheral they still go to what they know. Positioning a product or service considers this by looking into all possible connection angles (aka ‘rings’).

We might ask, for example: where is the consumer or client’s consideration starting point, does the product/service have a unique differentiator across all others, are there behavioral or psychographic considerations, outside of the category what might the product or service look like.

When working on known, new or lesser known product/service categories, use peripheral cues to connect to consumer familarity by placing known rings around it-