April Dunford on product positioning, segmentation, and optimizing your sales process

Good positioning sets off a set of assumptions about my product that are true. Bad positioning sets off a set of assumptions about my product that aren't true - leaving your sales and marketing teams to do the work of undoing the damage your positioning has already done

‍“Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about.”

We start with Competitive Alternatives, or what would customers do if our solution didn’t exist. Once we have that, we can ask ourselves, “What do we have that the alternatives do not?” That gives us a list of Differentiated features or Key Unique Attributes. We can then go down that list and ask ourselves, “So what for customers?” Put another way,... See more

‍Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about.

Positioning is like context setting for products. It’s a bit like the opening scene of a movie.