Going to cop out on this one a little bit (all the parts are important!) and just tell you how we do 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 to those changes. This should establish some very serious stakes and not be related to your product at all. Higher level strategy about what the ideal way to approach it is.
From there we talk about how hard it is to do this, the tools you’d need, the strategy you’d need, and anything else that shows it’s very hard.
At that point we’re really well set up to introduce our product and solution.
If I had to pick one thing I love right now, it’d be a single page mock story. A narrative driven doc that walks the read through the above, but through the lens of an actual (made up) person. Those docs are fun to read, communicate all the important bits, and get people excited (which translates to buy-in).
About
I'm a Director of Product Marketing at Pendo. I live in near Boston now but also spent time in SF working at the startup Wildfire then Google, in GTM roles.
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Credentials & Highlights
Director of Product Marketing at Pendo.io
Product Marketing AMA Contributor
Lives In Cambridge, Massachusetts
Knows About Pricing and Packaging, Stakeholder Management, Influencing the
Product Roadmap, Estab...more