How to nail your product positioning | April Dunford (Obviously Awesome)

Importance of Target Audience Perception: B2B tech companies often struggle with product positioning, and it's crucial to focus on whether the target audience resonates with the product, not just external opinions. Product Performance vs. Positioning: If a product is underperforming, it might not be the fault of the product itself but rather the positioning. Well-crafted positioning can significantly impact product success. Positioning as a Team Effort: Positioning is a collaborative effort that involves the entire team, including marketing, product, sales, and customer success. It should not be solely the responsibility of one department. Example of Successful Repositioning: A personal anecdote is shared about a product that initially struggled but experienced significant success after being repositioned. This highlights the transformative impact of effective positioning. Positioning Process and Challenges: The process involves understanding the value proposition, defining the target market, and crafting a compelling narrative. However, challenges arise when team members lack a unified understanding, requiring a deliberate and structured approach to achieve consensus.