How is your offer different from alternative solutions?
After defining the customer value you should consider how your offer is actually different from alternatives.
Positioning is not only about what your product or service actually is, but also about how you want to frame it in competition with alternatives.
If you had invented the iPod you could have framed it as something completely new or just a better walkman. Or you could have framed it as a device for a segment of young, active music lovers.