What are the most important parts of product positioning? How do you get the rest of the company aligned on positioning?

Going to cop out on this one a little bit (all the parts are important!) and just tell you how we did it at HubSpot. There are many ways to slice it but our approach has worked really well for us. We always start with the change in the world. How people are different today, where they are headed and why. This is a great set up and will quickly give your positioning context and root it in a specific market and audience. We then talk about how businesses (or whoever your persona is) has to adapt t ...Read More

If I had to pick one thing, it is your core value proposition. Everyone should understand what your solution/benefit statement is. We use this format "We help you, so you can..". Secondly, everyone should know what makes your product unique - why are you different/better than your competitors. Next, you want to make sure that people really know your elevator pitch - this does not have to be the long, detailed pitch but the quick elevator pitch you would want them to use if they were, lets say at ...Read More

There's very little I can say that someone like April Dunford hasn't said better and I find her approach relevant across b2b (where she developed it) and b2c. The following homework is required, in my experince, to generate a high-value positioning that can drive messaging, brand, and all gtm strategy, planning and execution: Hopefully, you've got some customers who really love your product and it's essential to understand what they think is so amazing about it.  Understand your true competition ...Read More

The most important aspects of product positioning are to have a thorough understanding the customer and the competition. Your positioning statement expresses a benefit that solves a pressing customer problem, and needs to be unique – you are making a claim no other competitor is making. The most effective way to get the rest of the company aligned behind your positioning is to involve as many stakeholders as possible through the process. Start by creating a team of four to six key stakeholders w ...Read More