Involve Key Stakeholders Early Engage Cross-Functional Teams: Involve key stakeholders from various departments (marketing, sales, product development, etc.) early in the process. This fosters a sense of ownership and encourages collaboration. Gather Input and Feedback: Solicit feedback from stakeholders regarding the proposed changes. Their insights can help refine the positioning and address concerns before implementing the shift.

1. Communicate the reason and vision for the desired change. What benefits would it bring? What’s in it for everyone? After this is done, it doesn’t guarantee resistance will still not happen. The next thing is to; 2. Gather feedback on the reason for the resistance- the feedback will enable you analyze the possible causes which most times include fears of failure for the new idea. You can use the feedback to reinforce the vision and also provide re-assurance to your team. Other reasons for resistance could be for personal gains of the team member or members in question. It is helpful to see their perspectives and allay their fears and concerns.

Communication is key, but also backing up your decision with hard numbers also has a way of helping the laggers move into you line of thinking. Also important is thinking of how this affects other areas of the business than just Product Marketing and Sales. How does this change affect manufacturing, purchasing, customer service, etc. providing training plans and info sessions will go a long way.

Overcoming internal resistance to a radical product positioning change requires clear communication of the benefits. I would focus on providing data-driven insights, showing how the new direction aligns with long-term goals, and engaging key stakeholders early on. Addressing concerns through discussions and demonstrating how the change improves efficiency or market competitiveness can also help in building consensus.

To overcome internal resistance to a radical product positioning change, it’s crucial to engage stakeholders early in the process by clearly communicating the rationale behind the shift. Organizing workshops or brainstorming sessions can provide a platform for team members to voice their concerns and contribute ideas, fostering a sense of ownership. Sharing market research and consumer insights that support the change can help align the team around a common vision. Additionally, highlighting potential benefits, such as increased market relevance and competitive advantage, can motivate buy-in and encourage collaboration as we navigate the transition.