What You'll Learn
Intro to Positioning
- Positioning Your Startup is Vital — Here’s How to Nail It
This article is a great introduction to positioning and why it's important. It includes a positioning exercise with examples, and then explains naming and messaging methodologies in the context of a positioning foundation.
- Positioning: The Battle for Your Mind
Originally published in 1980, this book makes the case for why positioning is so important and is considered a classic must-read. However, it includes few practical steps; for those, read April Dunford's book, below.
How to Develop Positioning
- Strategic Communication: How to Develop Strategic Messaging and Positioning
Myk provides details on how to assess whether your messaging is effective, how to design strategic messaging, and how to implement new messaging in organizations with a strategic messaging map.
- Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
April's new book (published 2019) provides a clear 10-step process to define your positioning, using examples from April's hands-on experience with Pinterest and IBM.
Customer Behavior Changes and New Product Adoption
- Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
John explains why consumers may fail to buy innovative products even when they offer distinct improvements over existing ones. He covers: • The Psychology of Gains and Losses • A Framework for Companies and Behavior Change • Balancing Product and Behavior Changes • Minimizing Resistance
Positioning Case Studies
- We Don’t Sell Saddles Here
Stewart sent this memo when Slack launched, explaining how Slack's value proposition is translatable into what their customer want. They are not selling group chat, or a collection of features, but rather valuable results that their customers get, such as "75% less email".