How you position your product can help you connect with the people who most need it, unlocking rapid growth for your company. But first, you need a solid foundation. Today, Christian and Meghan discuss what product leaders get right vs. wrong when positioning their products. Led by Meghan's insights in product marketing, we'll also walk through a process any team can use to find a position that will give you a cutting edge while letting you stay true to who you are. 

 

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Takeaways: 

• To create a positioning strategy, you need: 
• • A foundational statement that is the truth of your product 
  • Benefit pillars that focus on your differentiators 
  • A description of your product features as proof 
• Positioning work is internal, but it should inform the external. 
• Test your positioning's effectiveness by asking if it's simple, meaningful, repeatable, and relevant. 

Things To Listen For: 

[1:30 ] Friday recordings, turning 40, and why smart people have worse memories 

[2:30 ] Icebreaker: if you could debate anyone, real or not, who would it be? 

[3:00 ] Meghan's hot take: "90% of cars are so much uglier than they have to be"

[4:00 ] Christian's defense of minivan designs and the 2014 Toyota Sienna 

[9:30 ] Today's topic: how we shape perceptions of our product with positioning 

[10:00 ] Positioning says who you are and why you matter

[11:00 ] "Positioning at its core is your north star; it should set the course" 

[12:00 ] How appreciation for positioning in product has evolved over time 

[12:30 ] Increasingly, product marketers and product designers are working together to bring positioning to life (see our episode on Pinterest)

[13:30 ] Can you tell if a product is positioned well from an outside perspective? 

[14:30 ] Your positioning works if it's simple, meaningful, repeatable, and relevant 

[15:00 ] Positioning statements must be factual and true to who you are 

[16:30 ] Positioning explains why your designers are designing, and for whom 

[18:00 ] How to start applying your positioning to a product roadmap 

[20:00 ] What to do about positioning when you're an in-house product marketer

[24:00 ] Why to revisit positioning as your company grows and hires new leaders

[25:30 ] Consider changing your positioning when something foundational shifts

[28:00 ] Previewing our upcoming series, Unlock Product Marketing