Lawson Abinanti

The positioning framework I use was developed by my partner and co-founder when he was at Microsoft in the mid-80s. After he became a consultant I engaged him extensively...

I use and teach a positioning framework that was developed by my partner while he was at Microsoft. We have evolved and enhanced it over time, and I have taught the frame...

I have a process rather than a "message house" that my clients use to get key stakeholders in their company telling the same story based on the approved product positioni...

The mistake product marketers make is revising existing positioning and messaging when it's not necessary. You can't claim a position when you change it all the time.If y...

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 cr...

The positioning framework I teach, and use was created by my partner (now retired) when he was at Microsoft in the late 80s. He created the framework because none existed...

I have created an on-line course that takes you through positioning and messaging – they go hand in hand – step-by-step. Here is a link to the sign-in page; it is free: ...

The most important aspects of product positioning are to have a thorough understanding the customer and the competition. Your positioning statement expresses a benefit th...

If you are taking advantage of the power of consistency and repetition, you need not worry if your competitor copies your product messaging. Since your target audience wi...

I have my clients create a team responsible for positioning a B2B product and seeking input and feedback throughout the process from key stakeholders - especially sales. ...