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Good Positioning Makes Everything Easier - Divinations - Every
We completely screwed this one up at Every. When we launched, we tried to call ourselves a “writer collective” and had a long explanation of what that meant. The people who took the time to understand it thought it was cool, but if I’m being honest more people reacted like…
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
It’s fine for some initial period of time to “dip your toe” and not spend too much energy reworking everything. But as you get more confident that the path is working, you’ll naturally start to conform more and more of your business to fit the new positioning.
One final note: it’s important to remember that no position lasts forever. Technology... See more
One final note: it’s important to remember that no position lasts forever. Technology... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
1. Start wide open
Be on the lookout for different types of people who like your product for different reasons. Don’t assume the default path is the right one.
This advice is dangerous so I’m going to start by saying what it doesn’t mean: “wide open” does not mean “unfocused.” It does not mean “a product that tries to be all things to all people.”... See more
Be on the lookout for different types of people who like your product for different reasons. Don’t assume the default path is the right one.
This advice is dangerous so I’m going to start by saying what it doesn’t mean: “wide open” does not mean “unfocused.” It does not mean “a product that tries to be all things to all people.”... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
stay focused with the market and the customer that you are targeting but be opened for newer possibilities and other people that may not totally fit “the ideal client avatar” right away. This is where you are able to find product-fit - through allowing changes to who you are offering to.
Again, reminds me of my last client that I’ve had.
In short, it goes like this:
Survey customers, asking how disappointed they would be if they could no longer use your product. This is the classic “product-market fit question”. In the survey you also want to ask what type of people they think would be most likely to get value out of this product, what they like most about the product, and what... See more
Survey customers, asking how disappointed they would be if they could no longer use your product. This is the classic “product-market fit question”. In the survey you also want to ask what type of people they think would be most likely to get value out of this product, what they like most about the product, and what... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
surveys are the most easiest and direct enough ways of gathering market research
5. Conform everything around your choice
When choosing new positioning, the most common mistake is to do it half-heartedly. It is much better to create a new version and boldly re-orient everything around a new principle than to mildly tweak a few things while carrying a lot of baggage from previous versions of the strategy around with you.
This... See more
When choosing new positioning, the most common mistake is to do it half-heartedly. It is much better to create a new version and boldly re-orient everything around a new principle than to mildly tweak a few things while carrying a lot of baggage from previous versions of the strategy around with you.
This... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
In Substack’s case, life in the “paid publishing platform” market was rough, because very few people thought they wanted it, and the people who did were locked up by switching costs from the complex systems they rigged together. But competing in the “newsletter platform” market was a dream in comparison. Hamish could email writers on Mailchimp and... See more
Every • Good Positioning Makes Everything Easier - Divinations - Every
In Sum
If you remember just a few key ideas:
Positioning is choosing the market context for your product that makes growth easiest
Often the “default position” that came with the original idea isn’t the best one
In the early days, keep an open mind and consider many alternatives
Once you have some early usage and feedback, identify the circumstances... See more
If you remember just a few key ideas:
Positioning is choosing the market context for your product that makes growth easiest
Often the “default position” that came with the original idea isn’t the best one
In the early days, keep an open mind and consider many alternatives
Once you have some early usage and feedback, identify the circumstances... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
This idea—that anchoring on an existing category is often good—is one way to anticipate where a bright spot might lead. But it’s far from the only one. There are a lot of concepts from the classic strategy literature that can help us pick a strong initial position, such as…
Disruptive technologies. You can start in one position for some subset of... See more
Disruptive technologies. You can start in one position for some subset of... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
The important and counter-intuitive thing to do is to actually not act on the suggestions or ideas from people who don’t like your product at all. It’s tempting to try and convert them into believers, but be cautious before you proceed. There are a lot of types of people out there with many different preferences. You can’t make all of them happy.... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
Catering your product to everybody will just lead to overwhelm and distraction. Focus on your people and focus on what these people love about your product, and make it better :)