Full transparency…I have not spent any decent amount of time thinking about product positioning. Shame on me but that is why I am doing this challenge. Since listening to April talk through product positioning, definition, context and then some practical steps to find the best position for a product, I have not stopped thinking about how I would use this moving forward. I have also let me self slip into the past — maybe better said retro mode — to try and understand if I used these steps on past products if it would have made a difference. I do believe that retro-ing even in your own silo or role is important and honestly I think going through April’s 5 steps would have helped me lead some of the products I have launched in a better market fit position.
My takeaway from this very stimulating and thought provoking podcast is that if you build the biggest, betest (I know that is not phonetically correct:) and brightest product out there, if it is positioned wrong or misaligned to users it will not make the impact or add the value you and your stakeholders expect. I am pulling April’s positioning guidelines and 5 components of product positioning into my toolbox. This feels like a really important piece of the puzzle that should happen in discovery. Leading to alignment with sales and marketing allowing a new feature or product to hit the ground in the right position!
Where to listen:
https://www.lennysnewsletter.com/p/april-dunford-on-product-positioning
Where to find April:
Website: https://aprildunford.com
Twitter: https://twitter.com/aprildunford
LinkedIn: https://www.linkedin.com/in/aprildunford
Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
April’s guest post: https://www.lennysnewsletter.com/p/positioning
Lenny’s Links
