How do you approach messaging and positioning when your product isn't the market leader?

Per our head of PMM (Eric Petitt), it is important to think about and understand the market leader positioning because the leader often defines category expectations… as well as their weaknesses. And

You change the conversation. Positioning is all about defining a target audience and a place in their minds where you are the market leader. There’s some great inspiration in the ‘Positioning of a F

One approach here is to re-define your market in such a way that you’re the leader of that market. That’s kind of what category creation if all about.Another approach here (again, leaning in to how yo

I actually don't think this matters all that much. Messaging should be anchored in the outcomes your product delivers to your target persona, and the key differentators that make you uniquely suited t

I am a believer that your messaging/positioning has to be consistent with how differentiated your product really is. Customers will quickly figure out what is marketing fluff vs. product truth anyway!

You differentiate by first creating a perceptual map that makes it easy to see how your competitors are positioned relative to each other. Use the perceptual map while creating positioning statement o