Positioning & Sales Enablement

Is It Easier to Position Products You Haven’t Built Yet?

I noticed a strange trend early in my product management career. People in marketing, sales and even on our product teams could position products we hadn’t built yet and do it with remarkable clarity. We weren’t nearly as good positioning products we already had. I still see it with many of our clients today. What’s [...]

2020-03-09T11:36:56-04:00March 9th, 2020|Categories: Blog|Tags: |Comments Off on Is It Easier to Position Products You Haven’t Built Yet?

How To Differentiate Your Product When Competitors Solve the Same Problems

Buyer perceptions are a dangerous thing. I remember it all too well from my quota-carrying sales days. There were competitive products that solved the same exact problems, and then there were competitive products that didn’t even come close, but their marketing or sales teams did something to convince buyers otherwise. […]

2019-11-04T15:45:44-05:00October 22nd, 2019|Categories: Blog|Tags: |Comments Off on How To Differentiate Your Product When Competitors Solve the Same Problems

Product Positioning Tips: #7 Making Product Deficiencies Not So Deficient

Scroll down for product positioning tips 1-6. Remember the last time you bought a car? You bought the car that did the best overall job of meeting your needs. There were other cars that had a better GPS, a faster engine, a nicer interior, etc. But in the end, those deficiencies weren’t enough to sway [...]

2021-11-09T06:45:21-05:00October 14th, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tips: #7 Making Product Deficiencies Not So Deficient

Product Positioning Tip 5 of 7: Include Emotion

Take a minute and go read a few of your product web pages or a piece of product literature. They’re well-worded, proper and grammatically correct, which also means they probably lack emotion. In this day and age where buying decisions are 50-80% made (depending on the study) before prospects ever engage, establishing an immediate emotional [...]

2020-11-16T12:55:53-05:00October 7th, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 5 of 7: Include Emotion

Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

Imagine that your positioning is so clear and so simple that it doesn’t require anyone to think. They just get it! It’s rare but you know it when you see it, and it’s the simplicity that stands out. Great salespeople are masters at doing it verbally. The Playbook: […]

2020-11-16T12:57:49-05:00October 3rd, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

Product Positioning: Overcoming Seven Obstacles to a Great Value Story

Great product positioning begins with the customer’s vision. If you’re a car enthusiast, go read the marketing copy for your dream car. The product marketers do a masterful job of getting you to envision how awesome you’d look and feel behind the wheel of that car. Apply the same concept [...]

2020-07-28T12:30:17-04:00September 24th, 2019|Categories: Blog|Tags: |Comments Off on Product Positioning: Overcoming Seven Obstacles to a Great Value Story

Business Requirements vs. Value Propositions: Is There Any Difference?

Business requirements and value propositions are one and the same. What’s different is the purpose for which they’re written. Business requirements are written to communicate the WHO, WHAT & WHY value that’s required to justify building new products and features. Value propositions are written to communicate the WHO, WHAT & WHY value that existing products [...]

2020-08-06T12:47:11-04:00April 26th, 2019|Categories: Product Management Playbook|Tags: |Comments Off on Business Requirements vs. Value Propositions: Is There Any Difference?

Overcoming Bad Product PR

What suggestions do you have for overcoming bad product PR? I have a product that has a poor reputation based on legacy quality issues that have since been resolved. Rebuilding product credibility continues to be difficult internally and externally. […]

2019-06-03T14:15:18-04:00February 27th, 2019|Categories: In The Trenches|Tags: |Comments Off on Overcoming Bad Product PR