Meghan Keaney Anderson

Here are a few of my favorite storytelling frameworks. I like these because they've stood the test of time and have been flexible enough to extend to multiple different ...

Here are my go-tos for competitive positioning: A competitive overview deck that speaks simply and directly to our positioning in the field and our most defensible diffe...

Qualitative data: There is little than qualitative research - customer interviews, listening to sales call recordings, beta group message testing - to understand the tren...

My current company Watershed is actually a similar case here so I'll use them as an example. Watershed is a software platform that helps companies measure their carbon f...

People want to become better. They want to move from pain to solution, from being mediocre to being their best selves. The drive to become is, as far as I can tell, uni...

My first impulse is want to ask more about the strategy behind personifying the brand. The risk in doing so is that you make the story more about your brand or mascot th...

Competitive posititioning is a core element of product positioning. The primary architecture of brand and product-level positioning comes down to this: Audience: Who are...

Walk me through a product launch of yours that went really well and one that may not have done as well. What were the differences in retrospect? Now that you've had a c...

This is a great one. First, try not to differentiate on features alone. Most features can be copied, they aren't defensible enough from a long-term perspective. Your o...

I try to create competitive intel at a couple of different levels of abstraction: High-level: Usually in the form of a 2X2 which demonstrates the biggest difference betw...