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Phase 2 · Product Strategy & Vision

Topics

Positioning & Messaging

Part of the Product Management Roadmap.

Summary

Positioning defines how your product is perceived relative to alternatives in the customer's mind; messaging is the specific language used to communicate that positioning.

How to Learn This

  • 1Write a one-sentence positioning statement for a product idea ('For [who], [product] is the [category] that [benefit], unlike [alternative]').
  • 2Critique the homepage headline of 3 products you use through this lens.
  • 3Notice how positioning shapes which features get prioritized.

Previous

Market Sizing (TAM / SAM / SOM)

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Product Roadmapping (Now-Next-Later)

More topics in Product Strategy & Vision

Mission, Vision & Strategy vs TacticsOKRs (Objectives & Key Results)Prioritization Frameworks (RICE, MoSCoW, Kano)Value vs Effort MatrixBusiness Model CanvasCompetitive AnalysisSWOT AnalysisPorter's Five Forces (Overview)Market Sizing (TAM / SAM / SOM)Product Roadmapping (Now-Next-Later)
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