Positioning is not a headline swap, it is a decision that touches everything downstream of the comparison you chose. Change the homepage and the sales deck first because they are the fastest signal, then the discovery questions your AEs ask, then the competitive battlecards, then the pricing page if the new frame implies a different value metric. Leave your CRM fields, lead routing and reporting for last but do not skip them, because a new segment definition that never reaches RevOps will quietly die. Ship it as one dated release with an internal briefing, not as a slow drift that half the company never notices.
4 hand-picked resources, 4 link-checked. Pick how you want to dig in.
Why we picked it Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the product, not just the outcome. Good antidote to abstract category language.
On Exit Five by Dave Gerhardt with Anthony Pierri 53 min
Open exitfive.com →Why we picked it Kramer's four product types (vertical solution, new way, 10x better, buy versus build) tell you what you are positioning against before you write a word. She is also blunt that most positioning docs are research with no answer at the end.
From MKT1 Newsletter by Emily Kramer 20 min read
Why we picked it Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive alternatives. Useful once you have tried positioning and it went nowhere.
From Lenny's Newsletter by April Dunford 18 min read
Why we picked it Covers how the No Software logo and button became a repeated physical act rather than a tagline. The lesson is that a category claim only sticks when the whole company performs it daily.
From OpenView by Scott Maxwell 10 min read
How category design reads from a different seat.
The same ground, over in Brand, web & content, our Starting Up track.
The same ground, over in Find your idea & build the brand, our D2C track.
