Sublime

Positioning defines how your product is the best in the world at delivering something a certain type of customer really cares about.

Last, it has to be possible to demonstrate that this subsegment has a very specific and important unmet need.

You’re the founder, CEO or an executive at a startup that needs prospects to quickly understand why your product is unique and important to shorten your sales cycles and grow revenue. You’re a marketer who wants to make it easier for your target customers to understand the strengths of your offerings so you can generate more leads. You’re a salespe

I’ve seen startups use a shift in context to transform a product that customers found confusing or irrelevant into an obvious, must-have purchase.

The key here is that the demo is organized to reinforce your differentiated value and make that real for prospects by showing them how you deliver it.

Pay particular attention to adjacent markets that are growing quickly.

If

The next stage is to make the positioning real across the company.

In my experience working with product teams, many are already adopting many of the discovery activities you will learn about in this book. Customer interviews, usability testing, and A/B testing are pervasive. What is rare is for teams to adopt these discovery activities in a structured and sustainable way,…

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