The Ultimate Guide to Positioning

Anthony is, perhaps, the web's favorite writer on Product Marketing. So in today’s podcast, we cover a key Product Marketing and Growth topic: The Ultimate Guide to Positioning.

We go deep on 4 main topics:

* Masterclass in Positioning (0:00)

* Building a Great Homepage (41:00)

* Anthony’s Growth Hot Takes (52:25)

* The Role of PMs and PMMs (1:06:00)

Along the way, we get to hear insider tales from Anthony's experience at FletchPMM.

A big shout-out to our launch sponsors that made this possible:

• Attio: A prior newsletter deep dive subject, Attio is the next generation CRM

• BuildBetter: By our very own newsletter collaborator, Spencer Shulem, BuildBetter is your 24/7 AI-powered analyst

Here are some of my favorite takeaways from the episode:

1. Positioning is about giving frames of reference to help people understand the value of a new product or category. 

* Most companies struggle with positioning as they grow. Increased complexity often leads them to reflect their organization chart in their offerings. 

* The solution is to have really clear positioning that that stands on its own, rather than supporting each VP in the company. You do this by providing a frame of reference that highlights the value to the people.

2. Clear messaging on homepages is paramount to entice your potential customers:

* Over time, messaging clarity on homepages tends to degrade due to the complexity of growing companies and the influence of high-level executives. 

* Avoid the temptation to include too much information on homepages and focus on providing representative samples of what the product can do. 

* It should focus on the differentiated product capabilities rather than high-level outcomes. 

3. The future of product marketing is to lead with features and product capabilities, rather than just focusing on benefits.

4. VC-backed companies should adopt a bootstrapped mindset and focus on getting customers and generating revenue.

Of course, you’ll have to check out the whole episode to get all the details.

Get full access to Product Growth at www.news.aakashg.com/subscribe