Positioning (and naming) in tiers

I was running a positioning exercise with a team of product managers and VPs. We were really getting into it when the VP of Marketing interrupted the process to say, “We need to use the word ‘power’ in our messaging. The president loves that word.”

Maybe that’s why so much of the positioning I see is industry gobbledygook: Marketers are trying to impress the leadership instead of the customer.

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product management guru, author, speaker, consultant, guitar player. More at http://www.under10consulting.com

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Steve Johnson

Steve Johnson

product management guru, author, speaker, consultant, guitar player. More at http://www.under10consulting.com

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