Article · ~12 min read
A Product Positioning Exercise
April Dunford · aprildunford.com Free Intermediate
A five step exercise you can actually run in a room this week, ending in the market frame of reference that makes your strengths obvious. This is the working session, not the theory.
- A five-step exercise: drop your origin story, isolate uniqueness, map it to value, ask who cares, then pick the market frame.
- List unique features without judging their value first, then work out what each one lets a customer do.
- Every product can be positioned several ways, so a single positioning statement creates a false sense of being done.
- Once-unique features quietly become table stakes as a market shifts, which is how established products lose.
