Strategic Product Positioning

Define the context that makes your product's unique value obvious and undeniable

Help the user with strategic product positioning using insights from 20 guests and posts across Lenny's Podcast and Newsletter.

How to Help

Audit current perception - Review existing sales decks or website copy to identify where customers are confused or miscategorizing the product.
Identify the status quo - Guide the user to find the real competition, which is often a spreadsheet, a manual process, or doing nothing.
Map unique attributes to value - Connect specific product features to the tangible outcomes and differentiated benefits that target customers actually care about.
Draft a remarkable hook - Synthesize the positioning into a punchy one-liner that forces people to pay attention and share it with others.

Core Principles

The New Game Shift

Andy Raskin: "Every movie starts with some kind of shift in the world, and I call this shift the shift from the old game to a new game. The archetypal example of this, I think in the business world, is what Benioff did with Salesforce. This structure really is about defining a movement, and that's very different from, 'Hey, I'm going to solve your problem.'"

Effective positioning moves beyond the arrogant doctor model by framing the product as a vehicle for a broader movement or shift in the world.