Hi everyone, I wanted to offer a fresh idea I’ve been developing. Creating a product positioning system rather than merely making a statement will help your go-to-market strategy.
What’s your opinion on this? your responses would mean a lot to me.
Thanks in advance.
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Product positioning is the art and science of creating a perception of a product in the minds of consumers. It is how you differentiate your product from competitors and make it more appealing to potential customers. In today’s competitive market, product positioning has become even more critical. In this regard, it is essential to understand that systems over statements can lead to better product positioning.
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Agree @LawrenceMartin. Product positioning statements are the traditional way of communicating the value of a product to customers. These statements typically consist of a few sentences that describe the product’s features and benefits. While such statements can be helpful, they often fall short when it comes to creating a compelling narrative that resonates with consumers.
On the other hand, systems thinking provides a more holistic and interconnected approach to product positioning. It emphasizes the interdependence of various elements in a system, including the product, the customer, the market, and the competition. By adopting a systems approach, you can create a more cohesive and compelling narrative that resonates with consumers on a deeper level.
For instance, let’s consider the example of Apple’s product positioning. Apple’s marketing campaigns often focus on the interconnection of their products and services, highlighting how their products work seamlessly together to create a better user experience. By emphasizing the interconnectedness of their products and services, Apple creates a compelling narrative that resonates with consumers who value simplicity, convenience, and efficiency.
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Exactly. To add on, a systems-based approach can be applied to any product or service to create a more compelling and resonant narrative. By understanding the interconnectedness of different elements in a system, you can create a product positioning that highlights the value of your product in a way that resonates with consumers on a deeper level.
Thus, while product positioning statements can be helpful, a systems-based approach to product positioning can lead to better outcomes. By understanding the interdependence of different elements in a system, you can create a more cohesive and compelling narrative that resonates with consumers on a deeper level.
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That’s a great concept! Building a positioning system can be an effective way to develop a comprehensive strategy that guides your go-to-market plan.
A positioning system involves a set of interconnected elements that work together to create a compelling narrative for your product or service. It considers various factors, including the target market, customer needs, competitive landscape, and unique value proposition, among others. By analyzing these factors and developing a cohesive narrative that ties them together, you can create a positioning system that resonates with your target audience and guides your go-to-market strategy.
Here are some key elements that could be part of a positioning system:
- Target market: A clear understanding of your target market and the key customer segments you’re trying to reach.
- Customer needs: A deep understanding of the needs, wants, and pain points of your target customers.
- Unique value proposition: A clear and compelling statement that communicates your product’s unique value proposition and sets it apart from the competition.
- Competitive landscape: An analysis of the competitive landscape and how your product stacks up against the competition.
- Messaging: A consistent messaging strategy that communicates your product’s value proposition across all channels and touchpoints.
- Brand identity: A clear and consistent brand identity that reflects your product’s unique value proposition and resonates with your target audience.
By bringing these elements together into a cohesive system, you can create a positioning strategy that informs your go-to-market plan and guides all your marketing and sales efforts. This approach can help you develop a more effective marketing and sales strategy, better connect with your target audience, and ultimately drive business growth.
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Building a positioning system does require time and effort. However, it is also important to recognize that the benefits of a well-developed positioning system can outweigh the investment in time and resources.
A positioning system can help you create a clear and compelling narrative that resonates with your target audience, which can ultimately lead to increased sales and revenue. By taking the time to understand your target market, customer needs, competitive landscape, and unique value proposition, you can create a strategy that differentiates your product from the competition and connects with your target audience on a deeper level.
That being said, it’s also important to recognize that not all products or businesses may require a full-fledged positioning system. Depending on your industry, target market, and competitive landscape, a lighter weight approach may be sufficient. This could involve focusing on key messaging and branding elements that communicate your product’s unique value proposition and resonates with your target audience.
Ultimately, the key is to understand your specific business needs and determine the level of investment that is appropriate for your product and market. While a positioning system can be a powerful tool for differentiation and sales growth, it may not be the best fit for every product or business.
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Here’s a post introducing the subject.
https://www.workinproduct.com/blog/better-product-positioning-systems-over-statements
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Thanks for sharing the post. I read through it, and I think it does a good job of introducing the concept of building a positioning system instead of just a statement. The post highlights the importance of creating a comprehensive strategy that takes into account various factors, such as the target market, customer needs, competitive landscape, and unique value proposition.
One thing that could be helpful is to provide some examples of companies or products that have successfully implemented a positioning system. This could help readers better understand how the concept works in practice and provide some inspiration for their own positioning strategy.
Additionally, it could be useful to provide some tips or best practices for getting started with building a positioning system. This could include suggestions for conducting market research, analyzing the competition, developing a unique value proposition, and creating a messaging strategy.
Overall, I think the post provides a solid introduction to the concept of building a positioning system and sets the stage for more in-depth discussion in future posts. Good luck with your upcoming content, and I hope this feedback is helpful!
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Here’s the main objection I have when reading: wow, even just reading about this approach seems like a lot work, let alone doing the actual work.
I would focus on convincing readers like me that the approach is worth the time investment, in part by either narrowing the target products or making a lighter weight alternative.
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That’s a valid concern @DonovanOkang, and it’s important to acknowledge that building a comprehensive positioning system does require time and effort. However, the benefits of developing a strong positioning strategy can be significant and can ultimately lead to increased sales and revenue.
One way to convince readers that the approach is worth the investment is to highlight the potential ROI. For example, by differentiating your product from competitors and better connecting with your target audience, you can potentially increase sales and revenue. Additionally, a strong positioning strategy can help build brand awareness and loyalty, which can have long-term benefits for your business.
Another way to address this concern is to provide guidance on how to develop a lighter weight alternative. While a comprehensive positioning system is ideal, it’s not always necessary, especially for smaller businesses or products with a smaller target market. By providing tips on how to focus on key messaging and branding elements, readers can still develop a strong positioning strategy without investing as much time and resources.
Therefore, the key is to communicate the potential benefits of a positioning system and provide guidance on how to develop a strategy that works best for each individual business or product. By doing so, readers can see the value in the approach and be more willing to invest the time and effort required to develop a strong positioning strategy.
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This deep analysis is more appropriate for a nascent market or one new to the business. The standard GTM sentence you give is great because it is so handwavy and quick to write when you don’t need to deeply justify the investment and can piggyback on existing sales motions. So, it’s hard for me to imagine how to incorporate this approach into my products that aren’t greenfield.
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That’s a fair point @EvaRichardson. The level of investment required for a comprehensive positioning system may vary depending on the maturity of the market and the business. For products or markets that are more established, there may already be established sales motions and messaging that can be built upon, as you mentioned.
However, even for more established products or markets, it can still be valuable to take a deeper dive into the target market and competitive landscape to ensure that the messaging and positioning remain relevant and differentiated. This can involve ongoing market research, competitive analysis, and customer feedback to inform messaging and positioning updates over time.
Additionally, a positioning system can be especially valuable for businesses that are looking to expand into new markets or product lines. By taking the time to develop a comprehensive positioning strategy, businesses can ensure that they are entering the new market or product line with a clear understanding of the target market and a differentiated value proposition.
Overall, while the level of investment required may vary depending on the maturity of the market and business, a positioning system can still provide value in terms of ensuring that messaging and positioning remain relevant and differentiated over time, and for businesses looking to expand into new markets or product lines.
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