Stay in your lane with product positioning

When you introduce a new product, you need to know where your product fits before you explain that to potential customers. The same goes if you’re reintroducing a flagging product to the market. This week, we pulled together some resources to explain what product positioning is, what it isn’t, and how you can effectively position your product.

In product news, we look at a new product introduction from a SaaS tool, and the chances that you have a subscription (perhaps to that tool) that you forgot about. We also explore how AI affects job searches for both interviewers and candidates.

What is positioning? Unlocking the power of product positioning. Esther Omo-Idonijerecently finished reading a book called “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, and Love It” by April Dunford, and found it an incredibly informative read. To test her understanding of the subject, Esther shared what she learned using practical examples.

What is the difference between branding and positioning? What is the difference between branding and positioning? You may be familiar with the term “branding,” but maybe not so acquainted with the concept of “brand positioning.” Having a branding and positioning strategy is especially crucial in competitive markets since there are alternative options for just about any product or service. Haley Hales answers questions like “What does branding mean?”, “What is brand positioning?”, and the 3 C’s of brand positioning. (via Selah Creative LLC)

Continues below...

Save up to 30% on any INDUSTRY Ticket!

​

Join your product peers for inspiring keynotes and networking, valuable insights, and actionable strategies. Ultimately, you'll be empowered to gain more influence, spend your resources wisely, enhance your skills, and build meaningful connections. And if you register this month – you’ll save up to 30% on your passes – don’t miss out!

• ​New York Product Conference (New York City): April 18, 2024
• ​European edition of INDUSTRY: The Product Conference (Dublin, Ireland): June 17-19, 2024
• ​Global edition of INDUSTRY: The Product Conference (Cleveland, Ohio): September 23-25, 2024

This Week’s Video

Powerful Product Positioning. Positioning can make or break a new product, yet it rarely gets the attention it deserves. In this talk, April Dunford, CEO at Ambient Strategy, outlines a product positioning process that will shine a spotlight on your product’s best features. She also gives re-positioning examples and shows the impact on the overall business that resulted from that shift in context.

This video, and many more just like it, are available on our Member Hub. If you don’t have access to the Member Hub already, you can join the community today for free.

Product Positioning Girl Scout Cookies

Okay, I’ll admit – my feathers were recently ruffled a bit. News recently came out about how Girl Scouts were increasing the price of their Girl Scout Cookies by $1 (the first price increase in 10 years)... and the comments of my local newspaper’s Facebook group went nuts. Many commenters lament the higher cost, comparing these iconic cookies to cheap store-brand alternatives. This reaction, while understandable in a purely economic sense, underscores a significant misalignment between the public's perception and the true essence of what Girl Scout Cookies represent.

Let's clarify one thing: Girl Scout Cookies have never been about competing in the cookie market on price. They aren't simply confectioneries sitting on a supermarket shelf. These cookies are emblems of something much greater – the development of leadership and entrepreneurial skills among young girls. Each purchase is a testament to our community's commitment to fostering these qualities in our future leaders.

So… maybe there’s a disconnect in positioning? I’m biased because I’m a Girl Scout Dad. The way that the Girl Scouts have positioned their Girl Scout Cookies has always been apparent to me. In essence, when you buy a box of Girl Scout Cookies, you're not just indulging in a treat; you're contributing to the growth and empowerment of young girls. It's a noble cause that deserves our support and understanding, especially in light of the recent price adjustment. But, maybe the negative backlash on pricing is worth noting for the Girl Scouts of America. (Or, maybe the reality is that there’s always going to be negative naysayers in the Facebook comments of any article).

Anyway, if you haven’t bought your share of Girl Scout Cookies yet – find a Girl Scout near you and pay the extra dollar. It’s worth it, in my book. (And as a fun aside, you can see some outtakes from my daughter trying to sell Girl Scout cookies here – it’s worth it if you need a laugh today).

Notion now lets you connect docs to meetings. With the rollout of Notion Calendar, the productivity and note taking SaaS app completed its rebrand of the acquired Chron. Without leaving Notion Calendar, you can easily search and connect all relevant Notion docs to meetings. You can also view and manage database items in Notion Calendar as events, like the target dates for your next release. This is a sign that Notion is attempting to compete directly with full workplace solutions such as Google Workspace. You’re probably paying for subscriptions you don’t need. WSJ reported Americans are spending billions on stuff they forget to cancel. The consulting firm West Monroe surveyed thousands of Americans in 2021, asking them to guess how much they spent each month on subscriptions. Their average response was $62. When they had more time to guess again, they increased their estimate to $96. They were still way off. The correct answer was $273. Oof. Is interviewing something AI can, and should, take over? If you’re looking to hire new staff, would you like some help with your interviews, especially the behavioral questions? Potis (not the one who lives in the White House) may help you out. This AI tool gauges your candidate’s actual skills and hidden talents by asking them to provide specific examples of how they have handled certain situations in an actual case. If you’re looking for a new opportunity, has an AI tool ever interviewed you, and what did you do in that situation? If Interviewers can use AI, so can candidates. According to Engadget, LinkedIn's new AI feature helps people find jobs by grouping them into tailored categories. Basically, instead of searching for a specific industry or role, LinkedIn is using generative AI and large language models to analyze each job posting and categorize it into groups such as IT, pro sports, remote and top startups. This will help you narrow down your results to the opportunities you’re interested in (aside from company name, location, and role).

Answer these 8 questions to clarify your product positioning. Positioning will make or break anything you’re trying to sell. Nick Nolan wrote a quick guide to positioning and gave a few different definitions of positioning. Nick suggested 8 questions that if you answer, will help you get clarity on your positioning. There are 4 questions about your product and 4 about your target market.

Product positioning strategies for SaaS: Types and examples. Product positioning strategies are not only a marketing tactic, but a survival strategy. So how do you ensure that your product not only lives but actually thrives? The folks from Userpilot go over product positioning definitions and their types, then go over their process for creating a product positioning strategy that gets positive user feedback.

Resources and news curated by Kent J. McDonald.

​