TURKEY_SCRAPS_v170
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TURKEY_SCRAPS_v170
Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about.
April Dunford • A quickstart guide to positioning
Messaging versus positioning: they are distinct, and positioning is the fundamental input to the messaging.
Lenny Rachitsky • April Dunford on product positioning, segmentation, and optimizing your sales process
Positioning is the place a product occupies in people's minds. It sets a context in which a product's value becomes clear.
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
Product creators often fall into the trap of thinking there is only one way to position an offering, and that we have no ability to shift that contextual frame of reference, especially after we have released it to market. We set out to build something (a new dessert or a new way of doing email, for example) and then almost unconsciously position ou
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
I’ll leave you with one final thought, highlighting the importance of teamwork between marketing and product to enable product and brand innovation: “Today, brands are not the preserve of a marketing department. Brands are too important to be left to the marketing department — or any other ‘department,’ come to that. Organizational ghettoes do not ... See more