How important is platform positioning and messaging early when you have basic product capabilities?

In general, I don't think you can determine that a platform approach makes sense or begin developing platform positioning and messaging until you know more about your product(s) than just capabilities. First I’d develop positioning and messaging for your product(s), including clearly defining your customer, the problem you are solving in the market, and how your offering compares to alternatives. This exercise will result in many of the inputs required to determine if a platform (or another appr ...Read More

I would argue that, when your product is early (and basic), your messaging and positioning matter more than when you are established. Why? You need to speak to a specific buyer and convince them to care. Your positioning must bring a unique insight (or many!) that bring your buyer/user along on your journey. You must paint a vision for why your basic capabilities will turn into something full featured that solves an incredibly important problem. After all, if you can't communicate it, why would ...Read More

I would say this depends on your roadmap and when the platform functionality is scheduled to launch. If you incorporate platform messaging too early, you can actually do more harm than good because your prospects will sign up for your product expecting a platform and instead will get a few basic features. If platform capabilities are launching soon, you may want to start incorporating this aspect into your messaging to gauge reactions. Alternatively, you may also want to hold this messaging back ...Read More

I wouldn’t prioritize it and instead focus on iterating on your existing product messaging and positioning. Get clarity on how to message and position your existing products while being mindful of your future product roadmap. Messaging and positioning is something you should always be iterating and updating pending what new products are being released, what your competitors do, what your customers' changing challenges are, what your new business strategy is, etc... So, when you have a real platf ...Read More

That’s a great question. The most successful salespeople build relationships with customers by selling them the promise of a product or platform that will evolve, as their needs evolve. And in today’s digital environment where most transactions happen online, Product Marketing teams are the new Sales team. This means you need an airtight narrative that not only accurately positions today’s capabilities but also sells the vision for the platform.  That’s the most impactful positioning Product Mar ...Read More