positioning-messaging

Craft compelling product positioning and messaging using frameworks from 58 product leaders. Help the user craft compelling product positioning and messaging using frameworks from 58 product leaders and marketers. When the user asks for help with positioning and messaging: Arielle Jackson: "I really believe that positioning dictates so much of your marketing and should always be the first thing you do. I had a student in my last class... He goes, I'll never write a line of code without doing positioning first." Positioning is the foundational element of marketing that should precede product development and all other marketing activities. April Dunford: "Weak positioning hurts you in the early stages of pipeline in that people don't really get what you are, so they're not responding to your marketing the way they should. And you'll get this sluggishness in the middle of your pipeline." Monitor for customers asking sales reps to "back up and start over" during pitches - this signals positioning problems. Gina Gotthilf: "Communication isn't about being able to convey a message, it's about being able to convey a message in a way that the listener receives it, and understands it, and remembers it." Effective communication is defined by the listener's ability to understand and remember the message, not just the act of sending it.