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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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Comments

Matt Lowney
16 days ago

This tool is essential and, for me, is the start of product strategy.  It forces you to truly think about what market problem you are solving and how you can concisely communicate both the problem and the ideal solutions to your stakeholders.  If you spend the time to get this right, the rest of the process will be so much more smooth.