This guide provides a systematic approach to creating powerful product positioning for disruptive technology products. Follow these steps to develop positioning that clearly communicates your value and differentiates your offering in competitive markets.

Step 1: Conduct Comprehensive Market Research (2-3 Weeks)

Actions:

1. Analyze existing solutions:

• Identify all direct and indirect competitors.
• Document their positioning, messaging, pricing, and go-to-market strategies.
• Create a competitive matrix comparing key features and benefits.
  2. Understand customer pain points:
• Conduct 15-20 interviews with potential customers in your target segments.
• Focus questions on current workflows, pain points, and unmet needs.
• Document verbatim quotes about problems and desired outcomes.
  3. Map the buyer’s journey:
• Identify key stakeholders involved in purchase decisions.
• Document their specific concerns, objectives, and evaluation criteria.
• Map information sources they trust at each stage of consideration.

Deliverable:

A comprehensive market analysis document including competitive landscape, customer pain point analysis, and buyer journey map.

Step 2: Define Your Differentiation (1-2 Weeks)

Actions:

1. Inventory your unique capabilities:

• List all technical and functional capabilities of your product.
• Identify which capabilities are unique or superior to alternatives.
• Rate each capability on importance to target customers (based on research).
  2. Create a differentiation matrix:
• Plot your solution against alternatives on key evaluation dimensions.
• Identify “white space” where you have unique strengths.
• Test whether these strengths align with customer priorities.
  3. Assess differentiation sustainability:
• Evaluate how easily competitors could replicate your advantages.
• Consider your product roadmap and how it will extend differentiation.
• Identify any intellectual property or other barriers to competitive copying.

Deliverable:

A differentiation analysis document highlighting your sustainable, customer-relevant unique advantages.

Step 3: Select Your Competitive Frame (1 Week)

Actions:

1. Identify potential competitive frames:

• List all possible product categories your solution could be associated with.
• Consider whether creating a new category is appropriate.
• Evaluate positioning as a replacement for or complement to existing solutions.
  2. Evaluate frame options:
• For each potential frame, assess:
  • How well it highlights your key differentiators.
  • Customer familiarity and understanding.
  • Competitive density within that frame.
  • Relevance to target customer problems.

3. Test frames with customers:

• Create simple positioning statements using different frames.
• Test comprehension and appeal with a sample of target customers.
• Document which frames generate the most positive and clear understanding.

Deliverable:

A competitive frame selection document with analysis of options and rationale for your chosen frame.

Step 4: Develop Your Core Positioning Statement (1-2 Weeks)

Actions:

1. Create positioning statement components:

• Target customer: Who specifically benefits most from your solution?
• Category/frame: What is your product/service? (based on Step 3)
• Primary benefit: What is the most important customer outcome?
• Key differentiator: Why is your approach uniquely better?
• Evidence: What proves your differentiation is real?
  2. Formulate your positioning statement:
• Draft 3-5 versions of your positioning statement using different emphasis.
• Ensure each version follows a clear structure:
  • For [target customers] who [key pain point/need],
    is a [category] that [key benefit]. Unlike [alternatives],
    [key differentiator].

3. Evaluate statement effectiveness:

• Assess each version against these criteria:
  • Clarity: Is it immediately understandable?
  • Differentiation: Does it clearly separate you from alternatives?
  • Relevance: Does it address high-priority customer needs?
  • Credibility: Can you support all claims with evidence?
  • Memorability: Is it distinctive and easy to remember?

Deliverable:

A final positioning statement document with your chosen statement and supporting rationale.

Step 5: Translate Positioning to Messaging (2-3 Weeks)

Actions:

1. Develop messaging architecture:

• Create a messaging hierarchy including:
  • Core value proposition (derived from positioning statement).
  • 3-5 supporting messages that reinforce key differentiators.
  • Proof points and evidence for each supporting message.

2. Craft audience-specific messaging:

• Adapt core messaging for different stakeholders (e.g., technical users, business decision-makers, executives).
• Adjust language, emphasis, and supporting evidence for each audience.
• Create a message map showing how messaging adapts across audiences while remaining consistent.
  3. Develop narrative frameworks:
• Create standard story structures for explaining your positioning.
• Develop analogies and metaphors that simplify complex differentiation.
• Script answers to common objections and comparison questions.

Deliverable:

A comprehensive messaging guide with core messaging, audience adaptations, and narrative frameworks.

Step 6: Create Positioning Validation Tests (1-2 Weeks)

Actions:

1. Design A/B testing approach:

• Identify digital channels appropriate for testing messaging variants.
• Create test assets (ads, landing pages, emails) using different messaging approaches.
• Establish success metrics and minimum sample sizes.
  2. Prepare sales conversation testing:
• Create conversation guides for sales using the new positioning.
• Develop feedback capture mechanisms for sales team experiences.
• Set up win/loss analysis to assess positioning impact.
  3. Plan customer feedback mechanisms:
• Design surveys to measure message comprehension and appeal.
• Set up systems to track which messages resonate in customer interactions.
• Create a feedback loop for ongoing positioning refinement.

Deliverable:

A validation plan document detailing testing methodologies, success criteria, and feedback mechanisms.

Step 7: Implement Cross-Functional Alignment (2-3 Weeks)

Actions:

1. Conduct positioning workshops:

• Schedule sessions with product, sales, customer success, and executive teams.
• Present positioning, gather feedback, and address concerns.
• Achieve organizational consensus on the positioning approach.
  2. Develop supporting materials:
• Create sales enablement tools that reflect the new positioning.
• Update website content, product descriptions, and marketing materials.
• Develop visual assets that reinforce positioning differentiation.
  3. Implement training program:
• Train customer-facing teams on the new positioning.
• Create role-play scenarios to practice positioning communication.
• Develop positioning FAQ document addressing common questions.

Deliverable:

An implementation package including workshop materials, updated collateral, and training program.

Step 8: Launch and Measure (Ongoing)

Actions:

1. Execute coordinated launch:

• Update all customer touchpoints with new positioning simultaneously.
• Brief analysts and key influencers on your positioning.
• Prepare executive team for consistent communication.
  2. Monitor positioning effectiveness:
• Track predetermined success metrics from validation plan.
• Collect structured feedback from sales and customer interactions.
• Monitor competitive responses to your positioning.
  3. Refine based on market feedback:
• Establish a regular cadence for positioning review (quarterly recommended).
• Create a process for integrating feedback and approving adjustments.
• Document learnings for future positioning exercises.

Deliverable:

Launch plan and ongoing measurement framework with scheduled review points.

Common Pitfalls to Avoid

1. Positioning by committee:While input is valuable, clear ownership and decision-making authority are essential.
2. Feature obsession:Resist the temptation to position around technical features rather than customer outcomes.
3. Trying to be all things to all people:Effective positioning requires making choices about which advantages to emphasize.
4. Internal language:Avoid industry jargon or internal terminology that customers may not understand.
5. Premature positioning:Complete thorough research before finalizing positioning to avoid costly pivots.
6. Overly complex differentiation:If you can’t explain your differentiation in one sentence, it needs simplification.
7. Static positioning:Treat positioning as a living framework that evolves with market conditions and product capabilities.

Resources

• Books:

• “Obviously Awesome” by April Dunford
• “Crossing the Chasm” by Geoffrey Moore
• “Play Bigger” by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney
  • Courses and Workshops:
• Product Marketing Alliance’s “Positioning & Messaging Certified”
• Pragmatic Institute’s “Market”
  • Communities:
• Product Marketing Alliance
• Positioning Professionals (LinkedIn Group)