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A quickstart guide to positioning
Positi on ing: how your product is the best in the world to deliver some value that a certain well defined set of customers cares a lot about. What value can y ou deliver
... See moreLenny Rachitsky • April Dunford on product positioning, segmentation, and optimizing your sales process
Nicolay Gerold added
These are the Five (Plus One) Components of Effective Positioning: Competitive alternatives. What customers would do if your solution didn’t exist. Unique attributes. The features and capabilities that you have and the alternatives lack. Value (and proof). The benefit that those features enable for customers. Target market characteristics. The char
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
These are the Five (Plus One) Components of Effective Positioning: Competitive alternatives. What customers would do if your solution didn’t exist. Unique attributes. The features and capabilities that you have and the alternatives lack. Value (and proof). The benefit that those features enable for customers. Target market characteristics. The char
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
These are the Five (Plus One) Components of Effective Positioning: Competitive alternatives. What customers would do if your solution didn’t exist. Unique attributes. The features and capabilities that you have and the alternatives lack. Value (and proof). The benefit that those features enable for customers. Target market characteristics. The char
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
These are the Five (Plus One) Components of Effective Positioning: Competitive alternatives. What customers would do if your solution didn’t exist. Unique attributes. The features and capabilities that you have and the alternatives lack. Value (and proof). The benefit that those features enable for customers. Target market characteristics. The char
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Steps of positioning: - scope competitive alternatives: status quo and shortlist - chart out differentiating capabilities- translate them into values: so what - theme/bucket the values 2 or 3 - chart the characteristics target account- what market category or context I am in
Lenny Rachitsky • April Dunford on product positioning, segmentation, and optimizing your sales process
Gaia Soykok added
Great positioning takes into account all of the following: The customer’s point of view on the problem you solve and the alternative ways of solving that problem. The ways you are uniquely different from those alternatives and why that’s meaningful for customers. The characteristics of a potential customer that really values what you can uniquely d
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Strong positioning is centered on what a product does best. Once you have a list of competitive alternatives, the next step is to isolate what makes you different and better than those alternatives.