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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
For example, Figma started out knowing they wanted to build a web-based graphics editor using a new technology called WebGL, but they didn’t know exactly what type of use-case they wanted to focus on. Eventually after a period of experimentation they settled on UI design for web and mobile apps. Who knows what would have become of them if they trie... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
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 impr... 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 impr... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
surveys are the most easiest and direct enough ways of gathering market research
It’s much better to “anchor & twist”—start with something easily understandable, and have one big new thing that is different. Substack is a newsletter platform—with payments. Superhuman is an email client—that’s absurdly fast. Figma is a design tool—in a web browser. (You get the idea.)
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
Communicating “what you do”, and the value proposition behind your service clearly and concisely, is key.
Make it easy for people to know what they get out of you.
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.” In... 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.” In... 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.
Bottom line: choosing the right market frame for your product is essential.
Traditionally, this is known as “positioning.” But most resources on positioning are too disconnected from strategy for my taste. They are useful, but only tell you how to execute on a position. They don't help you choose the right one.
Traditionally, this is known as “positioning.” But most resources on positioning are too disconnected from strategy for my taste. They are useful, but only tell you how to execute on a position. They don't help you choose the right one.
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
All else equal, you should pick the position that makes it easier to grow, even if you have to de-emphasize something that you assumed was “core” to do it. It’s much easier to introduce a new idea once you already have a large existing audience.
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
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 mean... 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 mean... See more
Nathan Baschez • Good Positioning Makes Everything Easier - Divinations - Every
When you try and pitch people on a new category, typically you are met with a blank stare. People won’t listen to your whole spiel about what it is that you do. Much better to anchor on an existing category that they already understand, that way they can infer all sorts of features they assume you probably have without you having to explain anythin... See more