Brian Chesky’s decision is perfect and wise to include Product marketing activities in the scope for Product Managers.
This decision from Airbnb’s co-founder will transform the Product Management role and will give it the right direction to perform more strategic activities.
Positioning is the perception of a product in the minds of the customer.
Positioning creates a unique identity for a product.
Positioning is the reason for which the customer will choose the product among competitors.
It is not something that you do with the products, it is about what you do with the minds of Target customers.
Who designs Positioning?
The Mini-CEO is responsible for designing the Positioning.
It is a critical part of business strategy.
As an engineer working on the technical leg of the tripod – equip yourself with the knowledge of business strategy.
That is the path to a Mini-CEO and CEO.
Think about it.
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Positioning is a crucial aspect of product management, as it helps define how a product is perceived in the market and how it stands out from competitors. Here are some key considerations for positioning as a product manager:
- Identify the target market: Clearly define the target audience for your product. Understand their needs, preferences, pain points, and behaviours. This will help you tailor your positioning strategy to resonate with your intended customers.
- Define the unique value proposition: Determine what makes your product unique and valuable compared to other solutions in the market. Identify the key features, benefits, or advantages that set your product apart. This differentiation should address the target market’s specific needs and provide a compelling reason for customers to choose your product over alternatives.
- Conduct competitive analysis: Study your competitors to understand their positioning strategies and how they position their products. Identify gaps or weaknesses in their offerings that your product can address. This analysis will help you position your product in a way that emphasizes its unique strengths and advantages.
- Craft a positioning statement: Develop a concise and clear positioning statement that communicates the unique value proposition of your product to the target market. This statement should articulate what your product does, who it is for, and why it is superior or different from other options available. Make sure the positioning statement is customer-centric and focuses on solving their problems or meeting their needs.
- Align marketing and messaging: Work closely with the marketing team to ensure that the product’s positioning is reflected in all marketing materials and messaging. This includes branding, website content, social media campaigns, and sales collateral. Consistent messaging helps reinforce the product’s positioning in the minds of customers.
- Continuously test and iterate: It is not a one-time task; it requires ongoing evaluation and adjustment. Regularly gather feedback from customers, conduct market research, and track competitors’ moves. This information will help you refine and evolve your product’s positioning strategy over time to maintain a competitive edge.
Remember that effective positioning is rooted in a deep understanding of your customers and their needs. By aligning your product’s unique value proposition with the target market’s requirements, you can create a compelling strategy that resonates with customers and drives success in the market.