Can you share your perspective and best practices for repositioning a mature, market-leading product?

There are many points in a company’s lifecycle when messaging and positioning should be reassessed—such as product launches, rebranding, or when you’re getting consistent...

In many cases when you’re trying to reposition a mature, market-leading product, it’s because 1) you’re either trying to change your target market’s perception of your pr...

I really like this question because it's not every day that you're launching a new product. Oftentimes you're making incremental improvements to a product (for example, w...

Good point! I actually find repositioning work to be some of the most fun and rewarding type of product marketing work. With new product launches you often need to work o...

Research, research, research! This is something we embarked on a few years ago for Trello - we had been acquired by Atlassian and over time we needed to cement our place ...

ah yes - that can be tricky! on the one hand you don't want to alienate existing customers (for whom the product and message likely are working) but you also may want to ...