Four Positioning Resources (+2 Bonus Resources for 2023)

“Ode to the Positioning Document” is a heartfelt tribute to the indispensable value of positioning documents.

They are essential for guiding product teams in building and marketing the right products to their target audiences. They also help an entire company harmonize around a chosen direction and create better synergy when supporting products in the market.?

A well-crafted positioning document can give you an edge over the competition and ensure that your product stands out from the pack. So let us raise our glasses and salute the noble work of the positioning document.

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Turn Your Market Research into Positioning Strategies

6 Principles for Successful Product Management in 2023

If there was one skill you should bring into 2023 as a product manager, it’s resilience. Resilience is the capacity to withstand, recover and adapt. And while there’s no one way PMs can all build resilience, there are paths and approaches to building resilience.

But first, what is a principle? It is something that guides us in how we perceive things and the decisions that we make. For example, if you have a principle to always act with high integrity and find a wallet full of cash, there isn’t a long time frame before you decide to find the wallet owner.

Product principles work in the same way. They help us make the right choices.

So, as we dive into the six principles for product managers in 2023, we’ll focus on how they’ll reduce our decision time and our decision fatigue and help us navigate any uncertainties this year will bring.

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The Ultimate Guide to Positioning

Ask five people what positioning means, and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa (sometimes both get confused with messaging)

There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. You hope it creates more awareness, helps drive qualified leads and shortens the purchasing decision. But too often, it doesn’t support any of those desired outcomes.

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A Look at Clarity in Positioning

Positioning is important because it helps companies tell their story in a way that resonates with the target audience. It can also help to quickly and easily differentiate a product or service from what competitors are offering.

A positioning statement should provide clear guidance on the product’s target market, key benefits, competitive advantages, and expected customer outcomes.

Positioning results in a series of well-crafted documents focusing on the buyer and how your solutions improve their life.

The trick to positioning is to understand the product’s value to the buyer. In other words, what problems can you solve for the buyer? Do you know the benefits your customers achieve with your products and services? Not sure? Ask.

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What is Product Management?

Product management is like being a conductor of an orchestra. You are responsible for bringing together all the different instruments (engineering, design, marketing) and ensuring they play harmoniously to create a beautiful piece of music (product).

You have to have an ear for what the audience (customers) want to hear, and you must create a score (product roadmap) that will guide the ensemble to success. And just like a conductor, you’re always watching and making adjustments to ensure the performance (product) is hitting all the right notes.?

But analogies aside, product management oversees a product’s development and life cycle. The ultimate goal is to create and deliver a product that meets customers’ needs and generates revenue for the company.

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