Position, Position, Position | How to position your SaaS | SaaS Positioning Explained |SaaStock 2018

The talk emphasizes the importance of positioning in the SaaS industry and draws parallels with the real estate concept of "location, location, location." The speaker, from Basecamp, shares a story about Snickers and Milky Way's positioning, highlighting the significance of understanding the unique circumstances in which a product is used. The traditional supply-side approach focuses on product categories, but the speaker suggests a different perspective by removing the product from the picture and identifying the human circumstance the product addresses. Two key considerations for positioning are determining the specific situations the product solves and defining the product attributes that need to be prioritized. The speaker also shares Basecamp's experience in repositioning their product through customer interviews, understanding the struggle users face, and making trade-offs based on what the product is more or less about.