Different, Better: a Blog about Modern, Practical Positioning
We’ll be posting regularly on topics including positioning an offering or a startup, selecting the best market to position yourself in, how to narrow down target customers and how to communicate your positioning to ensure your best prospects understand what you do and why they should care. We’ll also be publishing case studies and interviews with entrepreneurs and marketers. Subscribe to stay in the loop (plus we will send you some exclusives). You can follow us on Twitter or Facebook.
Growth is dead; margin is the new killer metric. And that means reframing and positioning to extract more unreasonable revenues from the market.
Positioning is a way of giving context, or a frame of reference to a prospect. Framing however, is often done poorly, particularly by startups.
Every product has strengths and weaknesses—but many of those exist only in the eyes of a beholder. Just ask a gymnast and a swimmer.
Positioning as a concept is almost as old as marketing itself. But new digital technology requires we update our thinking about how positioning is done.
Smart product managers know they need to balance features for current customers with those that acquire new ones, streamline onboarding, and enable market exploration.
A message map is the best way to ensure that your messages are clear and targeted. It shows the stages a prospect goes through until they become a buyer, along with the objections they have at each stage of the process and the content needed to overcome those objections.