The testing ground
Consult Silky, an independent expert in positioning discovery and communication for B2B SaaS companies led by evangelizer-CEOs.
Consult Silky, an independent expert in positioning discovery and communication for B2B SaaS companies led by evangelizer-CEOs.
(A new way of thinking about B2B SaaS positioning)
What way of looking at things makes your product indispensable? What does the buyer need to realize, to prefer your product over others? Your positioning must revolve around a unique point of view.
Which pond is your product the biggest fish of? What’s your niche? What's your territory in the larger category? Where do you fit in, but still stand out? Your positioning must earn you a pond of your own.
What job does your product help the buyer do better, faster, or cheaper? This is typically a job they were doing anyway. Your positioning must clarify and put a boundary around the job your product supports.
What is your hero offering? Is it a specific module? Is it a bundle of modules? Is it the whole package? Your positioning must spotlight the part of your solution that’s most worthy of attention.
What is the promise of your product? Is it distinct from what other alternatives promise? Is it essential to your buyers? Can you execute on it? Your positioning must be built on an inimitable, unignorable, and sustainable promise.
What is holding the place that rightfully belongs to your product? Is it the current way of doing things? A legacy solution? Is it another solution similar to yours? Your positioning must specify what you replace.
Who is a made-in-heaven buyer for your product? What are their unique characteristics? How do they see themselves? What triggers them to buy? Your positioning must speak to your best-fit buyers.
What are the special features of your product? What makes it so powerful? What does it have or do that other alternatives do not? Your positioning must emerge from (and lead back to!) your unique capabilities.
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