Positioning

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
Value Propositions That Sell
Customers do not buy features, they buy solved problems. So why do product teams still struggle to communicate coherent and differentiated value propositions that focus on solving the customer’s business pain? A major challenge for product teams prior to launch is the ability to translate features into customer-centric business benefits. We tend...
Customers do not buy features, they buy solved problems. So why do product teams still struggle to communicate coherent and differentiated value propositions that focus on solving the customer’s business pain? A major challenge for product teams prior to launch is the ability to translate features into customer-centric business benefits. We tend...
Webinar
Aligning Your Product and Sales Teams for Success
Today, competition is fierce, and winning products can become obsolete overnight. Your products will not sell themselves though.
Today, competition is fierce, and winning products can become obsolete overnight. Your products will not sell themselves though.
Article
From Niche Market to Broad Appeal
Building cool technology can be the first step in creating a product that changes the world. But just because companies have the knowledge to develop a revolutionary technology doesn’t guarantee success. They may fail to understand how future customers will use their final product to solve critical problems, or even how...
Building cool technology can be the first step in creating a product that changes the world. But just because companies have the knowledge to develop a revolutionary technology doesn’t guarantee success. They may fail to understand how future customers will use their final product to solve critical problems, or even how...
Article
How to Gain Support for your Pricing Recommendations
You have been asked to evaluate and recommend changes to a pricing strategy that has been in place for almost two years. Several people in the business believe that it isn’t right, but they don’t know what needs to change.  You start by evaluating the structure of the pricing strategy, uncovering what data...
You have been asked to evaluate and recommend changes to a pricing strategy that has been in place for almost two years. Several people in the business believe that it isn’t right, but they don’t know what needs to change.  You start by evaluating the structure of the pricing strategy, uncovering what data...
Article
Great Products Solve Problems
The ability to solve someone’s problem is what makes a product great, not the number of features it offers. As Theodore Levitt, an American economist and professor at Harvard Business School, once said: “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” During the design phase, many organizations...
The ability to solve someone’s problem is what makes a product great, not the number of features it offers. As Theodore Levitt, an American economist and professor at Harvard Business School, once said: “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” During the design phase, many organizations...
Article
The Name Game
33 tips & tactics for generating names
33 tips & tactics for generating names
Article
We Have Liftoff
How NASA launched the Apollo moon program
How NASA launched the Apollo moon program
Article
Breaking Through Boundaries
Key considerations for international expansion of your product
Key considerations for international expansion of your product
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