Product positioning Kickstart info

Product positioning — how to find it, sharpen it and get the whole company to use it

It is rarely the product that is the problem. It is how you talk about it. Weak positioning shows up as longer sales cycles, lost deals, a website that could belong to anyone of your competitors and campaigns that never land. When positioning is sharp, the right customers understand your value immediately — without you having to convince, explain or discount.

This workshop is not a lecture. It is a full day of structured work on your own product, built on April Dunford's step by step method from Obviously Awesome. Two facilitators guide you, ask the hard questions and give feedback on the spot. You leave with a kickstarted positioning your team can keep working on from the next day.

TARGET GROUP

B2B product people who need to articulate why and how their product is the significantly best choice for customers, and get everyone around them telling the same story. The workshop works best for companies with a product already on the market and real customers to analyse.

This workshop is for you if you want to:

Articulate your differentiated value without a twenty-minute preamble.
Compete on value instead of discounting your way through every deal.
Get sales, marketing and product telling one coherent story.
Know which customers have the highest willingness to pay, and why.
Find the market category where your product obviously wins.
Use positioning as a compass for roadmap priorities.

MAIN TAKEAWAYS

Participants will leave with:

A first pass through all five components of April Dunford's method, applied to your own product.
Deep understanding of how great positioning leads to customers having high willingness to pay for what you do.
How you identify differentiation the whole team can articulate the same way.
Why positioning gives a solid foundation for messaging on the website, in sales decks and in campaigns.
How to clearly think about which market category makes your value obvious to the buyer.
Your own workbook, filled in during the day and ready for continued work with colleagues.
A method for revisiting positioning as the product and the market evolve.

WORKSHOP CONTENT

During the workshop participants will:

Understand what positioning is and why it impacts deals.
Start with the customers who love you — they hold the key to your best positioning.
Map the real competitive alternatives, including the ones you did not know you had.
Identify the attributes only you have, and separate them from the ones everybody claims.
Translate those attributes into business value a customer will pay for.
Define the characteristics of the customers who care most about that value.
Choose the market category that makes buyers draw the right conclusions immediately.
Summarise everything in a positioning canvas and a narrative, then decide what you do differently on Monday.
Meet like-minded product people to compare notes with.

Eva Skoglund has spent 30 years as a product manager, strategy lead and product marketer at companies including Intel, Tobii, Wind River, Dirac, Virtutech and Enea. In 2023 she went independent to help Swedish B2B companies with commercial product management and stronger business results.

Thomas Nordén has spent 25+ years as a product marketer and marketing director, at eye-tracking company Tobii, at Océ (now Canon) and with clients such as Voyado, Etac and Rule. He runs Early to Rise AB, a small consultancy helping small and mid-sized companies with product launches, product marketing and positioning.

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