Obviously Awesome: Positioning Your Product – April Dunford on The Product Experience

Mind the Product

April Dunford’s mtpcon Digital 2020 keynote on positioning was so good that we couldn’t pass up the opportunity to dig deeper into the topic with her. In this episode, sponsored by Amplitude , listen to learn about: * What positioning is. *

Five Steps to Positioning Your Product

Mind the Product

If building products is hard, positioning your product is harder. No matter what you build and sell, how you position your product dictates what you do. How you prioritize, marketing campaigns, sales strategy, it all changes based on how your product is positioned. How do you position your product? The tone and the angle you use to position your product will depend on the market and the buyer’s state of mind you’ve surmised from steps 3 and 4.

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6 Product Positioning Strategies Misconceptions in a SaaS Business (and What You Can Do About Them)

Userpilot

When I started my first business 6 years ago (which has miraculously survived until this day) I didn’t even have a clue what “market or product positioning or product positioning strategies” were. Fast-forward 6 years and I have worked on marketing strategy with several startups and small businesses, mostly SaaS businesses, and I have seen them make the same mistakes that had almost folded my business when I was a rookie 23 year-old.

Crafting a Useful Positioning Statement

Actuation Consulting

A strong positioning statement is an important ingredient for success. In this post we share some tips for developing a well thought out positioning statement. What is a Positioning Statement? A well-crafted positioning statement brings together your overall value proposition with your positioning for a product. A Good Positioning Statement Framework. Four Essentials for a Useful Positioning Statement. Other Forms for Your Positioning Statement.

How to Package and Price Embedded Analytics

struggle to integrate analytics into their products, business models, and pricing strategies in a way that meets a range of user. To get the position right, you’ll need to do some research into the main user classes that make up your customer mix.

Good Strategy, Bad Strategy

Product Bookshelf

Good Strategy Bad Strategy: The Difference and Why It Matters by Richard Rumelt. The big idea: Strategy is not goal-setting, vision creation, or agreeing on principles and aspirations. With a good strategy, you can overcome the critical issues your product faces.

Enhancing Soundcloud’s Discovery Experience and Positioning through Content Categorization

The Product Coalition

Of course, this is just an idea, but I think Soundcloud should work on those kinds of initiatives to reaffirm their position and what they stand for: revealing artists through their community. product-management product-design soundcloud audio-streaming strategy

Product Positioning Strategy In Economic Volatility: Lessons From The Obviously Awesome April Dunford

Gainsight

April Dunford sat in the back of a marketing class at Northwestern University in Chicago, where her professor gave an example of a product positioning statement. She realized that the strategy for marketing the product changed, as did their field of competition. .

Positioning for Product Managers

Sachin Rekhi

Positioning, while classically considered part of the marketing world, is absolutely essential for every product manager to understand. Positioning refers to the place that a brand occupies in the minds of customers and its perceived differentiation from its competitors. Positioning ultimately dictates the frame of reference that your customers leverage when evaluating your product. The most classic literature on positioning comes from Jack Trout's book, Differentiate or Die.

Establishing an Effective Product Strategy Process

Roman Pichler

Why a Product Strategy Process Matters. An effective product strategy process should ensure that a valid product strategy and an actionable product roadmap are always available—that a shared and valid approach to achieving product success is available at anytime, as the picture below illustrates. In the picture above, the product strategy describes how a visionary, inspirational goal is attained. As helpful as it is to create a product strategy, it is not enough.

Positioning to Win: How to Harness a Product Superpower

Speaker: April Dunford, Executive Consultant, Speaker, and Author

Positioning forms the foundation of a product's go-to market strategy. Your marketing plans, your sales strategy, your customer segmentation, your product roadmap - each of these uses positioning as an input. Yet as important as positioning is, it is deeply misunderstood. In this session, April Dunford is going to arm you with the tools you need to master positioning.

Tips for Effective Product Strategy Reviews

Roman Pichler

Hold Regular Product Strategy Reviews. A product strategy , like any other plan, is subject to change. How changeable your strategy is, depends on your product’s life cycle stage. As long as your product hasn’t reached product-market fit, the strategy is usually volatile. Contrast this with a mature product , which tends to have a more stable product strategy. Make sure that you block the necessary time for product strategy reviews in your calendar.

Dear Strategy 125: Same Product, Different Brands

Dear Strategy

On this episode of Dear Strategy, we analyze the practice of offering the same basic product across several different brands – especially when some of those brands are positioned as premium and some are – well – not!

Scaling and Positioning Sprout Social’s Product Marketing Team

Pragmatic Marketing

Patrick Cuttica , the public-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". He also positions the team to be product experts. "In

Scaling and Positioning Sprout Social’s Product Marketing Team

Pragmatic Marketing

Patrick Cuttica , the privately-held company's director of product marketing, discussed scaling and positioning a product market team , especially in a growing organization, during an AMA that originally appeared on Sharebird —the place to see how people at top companies do product marketing. Cuttica positions his team by instilling from the beginning the ethos of "Do great work and be great partners to work with.". He also positions the team to be product experts. "In

Dear Strategy: 049 Positioning Yourself in a Red Ocean

Dear Strategy

On this week’s episode, host Bob Caporale, President of the product management and product strategy training company Sequent Learning Networks , answers the following question: Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The post Dear Strategy: 049 Positioning Yourself in a Red Ocean appeared first on Dear Strategy Podcast.

Rediscover the Forgotten art of Product Strategy

Mind the Product

A strong product strategy is often neglected because of the absence of any strategic thinking in product teams. What can product managers do to make sure they give their product strategy the attention it warrants? Tanya shares her ideas for nurturing a strong product strategy from this year’s #mtpcon London Product Leadership Forum. Because product strategy – the foundation of any exceptional product work – is too often neglected. Agile is not a strategy.

How Product Management & Product Marketing Lead From a Position of Strength

Proficientz

And that market knowledge is the key to leading from a position of strength. Customer industry dynamics and how they shape the strategies and priorities of your target customers from the top down. Beyond product comparisons, it’s also big-picture things like competitor market strategies, portfolio footprint, etc. The post How Product Management & Product Marketing Lead From a Position of Strength appeared first on Proficientz.

Dear Strategy: 049 Positioning Yourself in a Red Ocean

Dear Strategy

Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The first is the term “Red Ocean” and the second is the term “positioning.” The term “red ocean” actually comes from a very popular strategy book called Blue Ocean Strategy , written by W. The term “positioning” was made famous by Al Ries and Jack Trout in their co-authored book Positioning: The Battle for Your Mind.

A positioning process that builds consensus

Messages that Matter

One of the most important goals of the positioning process I teach is to foster buy-in and consensus to the message strategy you create. PositioningYou can achieve buy-in and consensus by involving as many stakeholders as is practical throughout the process and getting management approval at the end. The best way to converge on the […].

B2B Product Manager Magazine November 2020

Proficientz

We hope your 2020 is winding down on a positive note, all things considered. 7 Tips for Positioning Greater Strategic Value & Differentiation. To what extent do you have to completely redefine your positioning to align with new customer priorities?

The Art of Developing Your Launch Strategy

Actuation Consulting

No matter how awesome your product, without a well-conceived launch strategy, it will likely sputter off the launch pad. What Is a Launch Strategy? Your product launch strategy delineates the approach you plan to take in getting your product to market. You can start ruminating over what to include in your launch strategy as early as the conception phase. Ultimately, your strategy needs to cover all assumptions about sales and marketing for the product launch.

5 Obviously Awesome Takeaways from April Dunford’s New Positioning Book

Business of Software Conference

From page 1 of Obviously Awesome: How To Nail Product Positioning So Customers Get It, Buy It, Love It , it was clear that the team at Business of Software needed to read April Dunford’s new book. The book is April’s thesis on Product Positioning: why you need to think about it, the 5 components of effective positioning, and a 10-step positioning process. 1 – Positioning is the difference between ‘So?’

You Need A Product Strategy by Sam Odio

Mind the Product

Shipping product to 500 million users without knowing what strategy was? Sam Odio found himself in this position early in his career while working at Facebook Photos. In this ProductTank San Francisco talk, Sam, now with that experience behind him and as Head of Product at Fivestars , outlines: What a good product strategy looks like. How to create a good strategy. What Is Good Strategy? Product strategy also doesn’t need to focus on product vision.

User Engagement, Customer Goals and a Sustainable Growth Strategy

Proficientz

Developing a Sustainable Growth Strategy: What Got You Here Won’t Get You There! The post User Engagement, Customer Goals and a Sustainable Growth Strategy appeared first on Proficientz - Advanced Product Management Training & Certification for B2B. Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine August 2017 is now available.

How to Build a Killer Product Microsite

Mind the Product

This provides a great platform for your inbound strategy to educate the target [.]. Product Marketing buyer personas content marketing customer personas Digital Marketing Marketing microsite Positioning product positioning

How Product Marketing Roadmaps Drive Sales | Shifting Market, Shifting Strategy | Agile: We’ve Come Full Circle

Proficientz

Shifting Markets, Shifting Product Strategy: Three Considerations. The post How Product Marketing Roadmaps Drive Sales | Shifting Market, Shifting Strategy | Agile: We’ve Come Full Circle appeared first on Proficientz. Blog Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine August 2018 is now available. This month we explore the value of a product marketing roadmap to sales.

TEI 309: Product management strategy – with Allan Anderson, PhD

Product Innovation Educators

Today we are discussing strategy. This is the foundation for product managers as organizational strategy impacts product strategy. Today, we focus on strategy. 2:28] What is strategy? 19:33] What is innovation strategy? Today we are discussing strategy.

The Five Crucial Steps to Fine-Tuning Your Positioning Statement

Innovatemap

What is your positioning strategy? According to April Dunford , the most common mistake in positioning is not doing it at all. When a product goes to market, the founder usually has a positioning theory. This is why positioning is so vital. April has narrowed the positioning process down to five key steps. They all tie into each other and skipping a step, or doing them out of order, can mean ineffective positioning for your product.

B2B Product Manager Magazine October 2020

Proficientz

Creating a Product Strategy: Is It Worth the Effort? Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager October 2020.

How Do You Know If You Have A Positioning Problem? April Dunford Launches ‘Obviously Awesome’ in Cambridge | Guest Post

Business of Software Conference

This guest post was written by Caroline Brown, co-founder of The Scale Partnership , a Cambridge UK-based positioning and marketing strategy specialist. Positioning is the cough medicine talk. So somewhat ironically, ‘positioning’ itself has a positioning problem. But how do you know whether your product – or indeed company – has nailed it or nosedived into a viper pit of a positioning? Your positioning is off. Notice you ‘pick’ your positioning.

Retention Marketing: How to Build a Retention Strategy that Works

Userpilot

You’re leaving cash on the table for your competitors to sweep up if you don’t have a strategy for retention marketing. So, in this blog we’ll show you how to keep your customers happy with a targeted retention strategy. Having a strategy means being prepared.

Best Growth Strategy for Mature Products

Proficientz

What’s the best growth strategy for a mature product portfolio? The best growth strategy depends on your current market position. Market Penetration Strategy. Be sure to market and sell those solutions in industry-specific parlance instead of generic positioning. Market Expansion Strategy. Just be sure to understand your position in the competitive landscape so that you can set realistic expectations for revenue.

Five Strategies to Gain Massive Success in Product Management

280 Group

To learn more about these strategies and specific actions you can take to rise in your career, join our upcoming co-hosted webinar with AIPMM, How to Accelerate Your PM Career, Part 3: Five Critical Strategies to Succeed in Your PM Career. He applied the five strategies below. Strategy #1 Evangelize Your Role. Strategy #2: Be More Efficient. Strategy # 3: Invest in Your EQ. Strategy # 4: Become an Industry Expert.

Positioning For Growth: How To Make Complex Products Obviously Awesome | April Dunford, Ambient Strategy | BoS USA 2019

Business of Software Conference

April Dunford, Founder, Ambient Strategy. In this BoS Talk April shows you how important positioning is to your product and how you can be doing yourself a great injustice just by positioning incorrectly. April Dunford (Founder/CEO, Ambient Strategy) – Positioning for Growth: How To Make Complex Products Obviously Awesome from Business of Software Conference. Positioning. So positioning is not the same thing as messaging.

Strategy, optionality and Managing Two Products at Basecamp

Business of Software Conference

Strategy, Optionality and Managing Two Products at Basecamp. Part 2 of 3 – here we discuss how Jason and David think about strategy and manage risk at Basecamp, and find out how they plan to manage two products following the launch of their new email service Hey.com.

B2B Product Manager Magazine August 2020

Proficientz

It’s as simple as positioning, marketing and selling high-value business outcomes instead of features & benefits. Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product Planning

Trailblazing Women in Product Management: Denise Hemke, VP, Analytics Product Management and Strategy at Workday

280 Group

I learned it was the perfect mix of customer interactions, strategy, and engineering. So, I threw my name into the hat for a position on the product team and the rest is history. Prioritization and strategy are all about systematic thinking—you must start by framing the opportunity or problem in the right way to understand it and then solve it. This is a positive trend, and I’d love to see more of it.

Product Adoption Strategy – How to Create One and Fix The Black Hole in Your Product Growth Strategy? PART 1

Userpilot

But Product Adoption Roadmap (or Product Adoption Strategy ) and you get people scratching their heads. But why spend all this time and effort building your product, and adding new amazing features – if you don’t have any consistent strategy how you’ll get your users to adopt them? This is exactly what I wanted to tackle in today’s post: how to build an effective product adoption strategy for your SaaS. The post will cover: The importance of a Product Adoption Strategy.

Why We Fail: What I Learned From 5 Years with Friends, Netflix’s Social Strategy

Mind the Product

I write a lot about product strategy, and use Netflix as an example so that others can learn from the company’s success and failure. I often highlight that half of Netflix’s high-level product strategies fail in order to help product leaders to understand how hard it is to launch and grow startups. Because of Facebook’s meteoric rise, the persistent question from Silicon Valley venture capitalists became “What’s your social strategy?”