positioning
9 statements across 6 episodes · 2 bullish · 2 bearish · 4 people on the record · first statement Sep 11, 2022 by Emily Kramer · across every show →
Everything said about positioning, oldest first
Sep 11, 2022 positive
Kramer: Website hero sections must state product, differentiation, and target audience
“And like, also if you're like writing positioning at your company, or if you're on marketing your company and you can't tell me what the product is, why it's better, who it's for, like,
Go figure that out.
Like that's what the homepage of your website should c…”
Dec 29, 2022 negative
Dunford: Starting Product Positioning with Market Category Is a Mistake
“And then the last piece of positioning, of course, is market category. And so again, a lot of people will just start with market category and then try to back up, which I think is crazy because, and then we don't have anything, we don't have any way to judge t…”
Dec 29, 2022
Dunford: Product Positioning Must Start by Defining Competitive Alternatives
“I actually think the first step in a good positioning exercise is to really understand what do we have to position against? So put another way, it's like saying, what do I have to beat in order to win a deal? So in positioning work, we call this competitive al…”
Jan 22, 2023 neutral
Dunford: Product positioning is not static and degrades over time
“Positioning is, is, you know, somewhat like messaging in some ways in that it's not a static thing. Like it changes over time. Like your product itself, it doesn't stay the same. The market doesn't stay the same. And so things will shift over time. And so you …”
Jan 22, 2023 negative
Dunford: Unclear product positioning forces customers to guess its purpose
“And the interesting thing about this segue was that refusal to position it at a micro level left it up to the customers to decide what it was. So even when we saw it was like, okay, so it's human transport. We get that. But like, what should I compare it to? S…”
Oct 22, 2023
Oct 22, 2023
Dunford: Pitch value to the champion, then arm them for stakeholder objections
“Your positioning and your pitch needs to really work for the champion. Because if it doesn't, you don't even get to talk to anybody else. Like you don't even get to go near anybody else. We don't make it on the short list and you don't get the deal cooking. Bu…”
Nov 3, 2024
Nov 20, 2025 positive
Butterfield: Product positioning must combine familiar ideas, not novel concepts
“It's almost impossible to create a net new idea in someone's head. It's much easier to take a couple of existing ideas and put them together. So it's much easier to say it's like, Jaws meets Star Wars, or it's Uber for pets, or something like that, than to com…”