Obviously Awesome – a product positioning process and template

Obviously Awesome: a product positioning exercise Scroll down for a template — but I recommend you read the post before you try to use it. I’ve been a marketing executive at a half dozen successful startups and I’ve been a consultant and advisor to dozens more. I’ve also worked with a handful of massive global companies. If you asked me to point out the most common problem I see, my answer would be the same, regardless of the size of the company. Every company I have ever worked with has struggled to make their awesomeness obvious. I’ve watched startup founders, after working for weeks on a pitch, field a dozen variations on the question “So, how are you different from Company XYZ?”. I’ve seen teams at large companies build truly innovative new products that failed when customers simply couldn’t understand their value. Too often I see a massive disconnect between companies creating offerings that are important, world-changing, exceptional, AWESOME…and customers that fail to see anything interesting about them at all. Deliberate positioning puts your strengths front and centre The unique greatness of our offerings often feels obvious to folk inside the company. We have a ready answer to the question — “Why should a customer choose us?” Yet, if we ask customers the same question, they often find the differences between what we offer and what other companies offer hard to understand. This problem happens because we do not put our unique strengths at the centre of our positioning. Instead we position ourselves in the market we started in, even after our products have evolved well beyond that. We have failed to actively, deliberately...

How to transform your product by giving it context

Even world-class products can fail if they are presented within a lousy context. No product exists in isolation yet we rarely deliberately set context for our products. Here I give an example of a product with a weak context, how we fixed it and how it transformed our business.

B2B SaaS: Evolving from founder selling to a sales team

For SaaS companies with a somewhat complicated buyer motion, the sales process usually evolves as the company grows. In my opinion the process should evolve to relieve the congestion that the naturally occurs in the sales funnel and not before that because building a sales team too quickly comes with a lot of risk.

What The Heck Is Your Product Really?

Many products can be positioned in more than one category, yet few product creators really explore more than one frame of reference for their product. This is an example from a pitch contest I judged last week.

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