Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
April Dunfordamazon.com
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Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
"Positioning seems to be important folks, if wrong everything sucks, if get it right we make a bunch of money "
Lenny Rachitsky • April Dunford on product positioning, segmentation, and optimizing your sales process
So how can we guarantee passing the elevator test? The key is to define your position based on the target segment you intend to dominate and the value proposition you intend to dominate it with. Within this context, you then set forth your competition and the unique differentiation that belongs to you and that you expect to drive the buying decisio
... See moreGeoffrey A. Moore • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
Positioning & messaging teardown, with Anthony Pierri
newsletter.mkt1.co
The stopwatch starts when they decide to find a replacement for you, and it stops when they find one that meets their new standard. Boom. That amount of time is a direct measurement of how compelling your positioning is. If you are positioned well, then they find very few substitutes.