The Ultimate Guide to Positioning

Anthony is, perhaps, the web's favorite writer on Product Marketing. So in today’s podcast, we cover a key Product Marketing and Growth topic: The Ultimate Guide to Positioning.We go deep on 4 main topics:* Masterclass in Positioning (0:00)* Building a Great Homepage (41:00)* Anthony’s Growth Hot Takes (52:25)* The Role of PMs and PMMs (1:06:00)Along the way, we get to hear insider tales from Anthony's experience at FletchPMM.A big shout-out to our launch sponsors that made this possible:• Attio: A prior newsletter deep dive subject, Attio is the next generation CRM• BuildBetter: By our very own newsletter collaborator, Spencer Shulem, BuildBetter is your 24/7 AI-powered analystHere are some of my favorite takeaways from the episode:1. Positioning is about giving frames of reference to help people understand the value of a new product or category. * Most companies struggle with positioning as they grow. Increased complexity often leads them to reflect their organization chart in their offerings. * The solution is to have really clear positioning that that stands on its own, rather than supporting each VP in the company. You do this by providing a frame of reference that highlights the value to the people.2. Clear messaging on homepages is paramount to entice your potential customers:* Over time, messaging clarity on homepages tends to degrade due to the complexity of growing companies and the influence of high-level executives. * Avoid the temptation to include too much information on homepages and focus on providing representative samples of what the product can do. * It should focus on the differentiated product capabilities rather than high-level outcomes. 3. The future of product marketing is to lead with features and product capabilities, rather than just focusing on benefits.4. VC-backed companies should adopt a bootstrapped mindset and focus on getting customers and generating revenue.Of course, you’ll have to check out the whole episode to get all the details. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.news.aakashg.com/subscribe