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A quickstart guide to positioning
This positioning process assumes you have enough happy customers to see a pattern in who loves your product and why. Until you can see that, you will want to hold off on tightening up your positioning.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
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.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
We have never been taught that positioning is a deliberate business choice that requires time, attention and, importantly, a systematic process.
April 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
These are the Five (Plus One) Components of Effective Positioning: