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 analyst

Here 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.

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