Lawson Abinanti
Co-Founder, Messages That Matter
Content
Lawson Abinanti
Messages That Matter Co-Founder • February 13
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 over a two-year period during which we positioned more than 15 B2B software products, fine-tuned the framework and continued t......Read More
326 Views
Lawson Abinanti
Messages That Matter Co-Founder • February 24
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 options. Eliminate those that fail to differentiate. The winning positioning statement is unique, ......Read More
269 Views
Lawson Abinanti
Messages That Matter Co-Founder • February 24
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: https://messagesthatmatter.com/learn-positioning-online/ The framework covered in the course was created by my partner whe......Read More
257 Views
Lawson Abinanti
Messages That Matter Co-Founder • February 9
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 mo......Read More
256 Views
Lawson Abinanti
Messages That Matter Co-Founder • February 13
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. Once the team is confident that key stakeholders have bought into the message strategy, the final step is to get management app......Read More
239 Views
Lawson Abinanti
Messages That Matter Co-Founder • March 14
Here are some of the common messaging mistakes I've encountered working with clients and monitoring the positioning strategies of companies in all the major B2B software markets: •Failure to differentiate; •Long sales cycles due to market confusion; i.e., copycat messaging; •Multiple ben......Read More
227 Views
Lawson Abinanti
Messages That Matter Co-Founder • February 13
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 will associate your company with anyone making the claims you own through extensive use, copycat competitors contribute to your a......Read More
226 Views
Lawson Abinanti
Messages That Matter Co-Founder • March 23
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 framework to more than 1,000 marketers and product marketers worldwide. The positioning framework addresses several problems comm......Read More
219 Views
Credentials & Highlights
Co-Founder at Messages That Matter