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Foundations Action Guide: Positioning Statement

By Georgina Donahue posted 07-11-2024 12:40 PM

  

It's time to master the Positioning Document—our alumni's most coveted resource  

Why It Matters 

The Positioning Document is a strategic blueprint that defines your product's market fit and differentiation. It zeroes in on a target persona, detailing their challenges and your unique solutions. 

This tool aligns your team, guiding everything from messaging to strategy, ensuring a unified approach to your product's value. Dedicate time to perfect it. A well-crafted document is the cornerstone of team unity and strategic clarity. 

What to do now:  

By the end of this month, develop your first positioning worksheet and document, focusing on a single persona for an existing product.  

  • Persona-Specific Documents: Craft distinct positioning documents for each persona. Avoid the temptation to merge them into a single document; clarity comes from specificity. 

  • Focus on Solutions: Target your product's problem-oriented capabilities. Avoid listing features. Instead, describe the “perfect fit” solution from the mind of the persona.  

  • Collaborate Broadly: Positioning is a team effort, requiring buy-in from various stakeholders. Peers share that while positioning is typically led by product marketing, you’ll need a diverse group of market-oriented contributors.  

Still have questions? We’ve got answers. Tap into your peers here for tailored advice and support.  

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