Read the original at Lenny’s Newsletter ↗lennysnewsletter.com · subscriber post
By Lenny Rachitsky · lennysnewsletter.com · @lennysan on X · YouTube · LinkedIn
An interview-based post with April Dunford, a positioning consultant, covering how to diagnose positioning problems, her five-step positioning exercise, and how positioning differs from messaging, branding, segmentation, and personas. It argues positioning should be grounded in competitive alternatives, unique attributes, and the customers who care most.
Subscriber post — summary only01Key takeaways
- Weak positioning shows up as confusion in sales calls and conflicting descriptions of the product across teams.
- Status quo alternatives, like spreadsheets or doing nothing, are often the real competitors and deserve positioning attention.
- Positioning is a precursor to messaging; you can't write homepage copy until you know the value and the audience.
- Early-stage startups should validate the product hypothesis before investing heavily in positioning exercises.
- In B2B, tighter firmographic segments plus identifying the internal champion make marketing and sales more effective.
02Frameworks mentioned
Summary and takeaways written by PM Atlas; quotes are short excerpts. © the original author.