Positioning

Blog
The Ultimate Guide to Positioning
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. You hope it creates more awareness, helps drive qualified leads and shortens the purchasing decision. But too often, it doesn’t support any of those desired outcomes.
Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. You hope it creates more awareness, helps drive qualified leads and shortens the purchasing decision. But too often, it doesn’t support any of those desired outcomes.
Blog
Who Should Own Product Positioning?
Who should own product positioning? Product or marketing? Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves.  Whenever I work with a new team, I always begin with roles and responsibilities. Who owns what? Lately I’ve been...
Who should own product positioning? Product or marketing? Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves.  Whenever I work with a new team, I always begin with roles and responsibilities. Who owns what? Lately I’ve been...
Blog
Value-Based Pricing and Everyday Low Prices (EDLP)
Here’s a challenging question from a reader: “Value-based pricing” has made a buzz in the dialogues of pricing practitioners and academics. Should all companies change their pricing strategy to value-based pricing? What about companies with an everyday low price (EDLP) strategy? My answer, “Yes!” Kind of. 
Here’s a challenging question from a reader: “Value-based pricing” has made a buzz in the dialogues of pricing practitioners and academics. Should all companies change their pricing strategy to value-based pricing? What about companies with an everyday low price (EDLP) strategy? My answer, “Yes!” Kind of. 
Article
Lovability: How to Build a Business That People Love and Be Happy Doing It
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Article
Maintaining Momentum: 12 Tips for Interim CAB Calls
A successful customer advisory board (CAB) program involves much more than yearly in-person meetings. In fact, one key to a strong CAB program is keeping the conversation going between face-to-face gatherings, so that meeting outcomes, action items and work streams will not lose momentum. More important, such engagements can reinforce the...
A successful customer advisory board (CAB) program involves much more than yearly in-person meetings. In fact, one key to a strong CAB program is keeping the conversation going between face-to-face gatherings, so that meeting outcomes, action items and work streams will not lose momentum. More important, such engagements can reinforce the...
Blog
Boost Enterprise Sales With Leads From Product Trials
A majority of SaaS companies that I have built products for have brought their products to market with a sales-led, go-to-market motion. The sales reps would source new customers through outbound efforts and engaging their professional network. This method was great when we were trying to find product-market fit, as the sales reps were close to the customers and we had easy access to interview the customers we engaged with. 
A majority of SaaS companies that I have built products for have brought their products to market with a sales-led, go-to-market motion. The sales reps would source new customers through outbound efforts and engaging their professional network. This method was great when we were trying to find product-market fit, as the sales reps were close to the customers and we had easy access to interview the customers we engaged with. 
Blog
Why Isn’t Pricing More Valued in Companies?
A reader asked, “Why isn’t pricing more valued in companies?” What a fabulous question. Although I haven’t seen the research, my experience leads me to believe there are three reasons, all huge. First, many companies don’t know the power of pricing. Alternatively, they don’t know that pricing can have a large positive impact on their profitability. They think they are doing a good job already. My opinion: companies without an executive-led pricing initiative are certainly leaving a ton of money on the table. Second, executives may understand the power of pricing but don’t know how to tackle it. Face it, pricing is hard. Almost every department cares a lot. It’s the topic of internal arguments. Some departments think it’s too high; others think it’s too low. The systems aren’t in place to implement new pricing strategies. Very few executives are pricing experts. Executives will solve problems they know how to solve. Third, pricing is risky. Why would a company with a profitable business risk it by dramatically changing its pricing? The thing is, pricing doesn’t have to be big dramatic changes. There are many tweaks that can be made to pricing strategy that can add to profitability. However, unless there […]
A reader asked, “Why isn’t pricing more valued in companies?” What a fabulous question. Although I haven’t seen the research, my experience leads me to believe there are three reasons, all huge. First, many companies don’t know the power of pricing. Alternatively, they don’t know that pricing can have a large positive impact on their profitability. They think they are doing a good job already. My opinion: companies without an executive-led pricing initiative are certainly leaving a ton of money on the table. Second, executives may understand the power of pricing but don’t know how to tackle it. Face it, pricing is hard. Almost every department cares a lot. It’s the topic of internal arguments. Some departments think it’s too high; others think it’s too low. The systems aren’t in place to implement new pricing strategies. Very few executives are pricing experts. Executives will solve problems they know how to solve. Third, pricing is risky. Why would a company with a profitable business risk it by dramatically changing its pricing? The thing is, pricing doesn’t have to be big dramatic changes. There are many tweaks that can be made to pricing strategy that can add to profitability. However, unless there […]
Article
The Art of Product Messaging
One of your primary responsibilities is to own how your product is perceived. And unless you actively define what your product stands for, customers will assign their own meaning to it. Or worse, they will allow your competition to shape their perception. Unfortunately, in the hectic rush to launch on time, too...
One of your primary responsibilities is to own how your product is perceived. And unless you actively define what your product stands for, customers will assign their own meaning to it. Or worse, they will allow your competition to shape their perception. Unfortunately, in the hectic rush to launch on time, too...
Article
A Practitioner's Guide to Product Message Maps
Indulge me for a minute. Before you read this article, click on your company’s website and view the page associated with your flagship product. Jot down the key message headings. Now open the datasheet for that product and compare the message headings to those you wrote down. Do they match? Are...
Indulge me for a minute. Before you read this article, click on your company’s website and view the page associated with your flagship product. Jot down the key message headings. Now open the datasheet for that product and compare the message headings to those you wrote down. Do they match? Are...
Article
6 Steps to Establish Product-Market Fit
The CEO of Quirky—a platform that allows users to vote on inventions to crowdsource—stepped down last year because his company burned through its venture capital and couldn’t persuade investors to re-up. While the idea of a crowdsourced inventors’ marketplace sounded great, and initial returns were promising, after the smoke cleared, the...
The CEO of Quirky—a platform that allows users to vote on inventions to crowdsource—stepped down last year because his company burned through its venture capital and couldn’t persuade investors to re-up. While the idea of a crowdsourced inventors’ marketplace sounded great, and initial returns were promising, after the smoke cleared, the...
Next