Positioning

产品战略定位

定义使您的产品的独特价值显而易见且不可否认的背景

利用 20 位嘉宾的见解以及 Lenny 的播客和时事通讯中的帖子，帮助用户进行战略产品定位。

如何提供帮助

1. 审核当前的看法 - 查看现有的销售平台或网站副本，以确定客户对产品感到困惑或错误分类的地方。
2. 确定现状 - 引导用户找到真正的竞争，这通常是电子表格、手动流程或什么都不做。
3. 将独特的属性映射到价值 - 将特定的产品功能与目标客户真正关心的有形成果和差异化利益联系起来。
4. 起草一个引人注目的钩子 - 将定位综合成一句有力的俏皮话，迫使人们注意并与他人分享。

核心原则

新的游戏转变

Andy Raskin: "Every movie starts with some kind of shift in the world, and I call this shift the shift from the old game to a new game. The archetypal example of this, I think in the business world, is what Benioff did with Salesforce. This structure really is about defining a movement, and that's very different from, 'Hey, I'm going to solve your problem.'"

有效的定位超越了傲慢的医生模式，将产品定位为世界更广泛运动或转变的工具。

箔原理

Arielle Jackson: "The positioning was really that it was for brick and mortar businesses, particularly quick serve coffee, donuts, sandwich shops that kind of quick serve brick and mortars. And it was up against your ugly old point of sale. Your cash register effectively. That was our foil."

确定一个特定的现有或过时的方法来作为你的定位的陪衬，以明确定义你要取代的内容。

更好的陷阱

Christopher Lochhead: "The decision they make is, 'What I'm going to do, is I am going to compete in a market with demand, with a better product/service/brand, maybe a better business model, maybe a better set of growth hacking ideas that I learned on the Lenny Podcast. And when the world gets my better, the world will beat a path to my door.'"

拒绝你必须在拥挤的市场中超越现有企业的假设。专注于与众不同，而不仅仅是变得更好。

定位为团队运动

April Dunford: "So I think a lot of weak positioning comes from the fact that we don't have perfect alignment across the team on all these piece parts of positioning. So in the work I do, and even back when I was a VP marketing, if we're going to fix this thing, we can't just have the marketing department or just the product managers sit down and cook up new positioning and then heave it over the wall to everybody else, it actually needs to be a group effort."

组建一个包括销售和营销在内的跨职能工作组，以确保整个组织采用定位叙述。

特定值向量

Ayo Omojola: "Being different is not enough, because it's very easy to build a thing that's different from what exists today, because you just have to look at what exists today and build something else. Being better is not enough, because it's also easy to say, 'Hey, I'm going to make this thing better, and just charge you more money for it.' It has to be better than what exists today in a way that matters to the end user, and for us for a long time it was when someone says, 'Hey, why are you betting on Venmo?' I'd be like, 'Try and send me a dollar that I can use now,' and there was only one app you could do it with."

通过以特定、有形的方式（例如即时可用性）提供即时价值，从根本上实现卓越，从而实现差异化。

垂直水平工具

Ivan Zhao: "If you use Notion, Notion are more understood as the productivity suite, but our intent, and if you use Notion, more you discover intent, which is that it has a no-code developer power into it and you can create almost any kind of productivity software using Notion itself."

将高度灵活或水平的软件放置在易于理解的类别中，以便技术含量较低的受众也可以使用它。

理想的转变

From "Essential reading for product builders—part 2": "Being successful at selling horseback riding means they grow the market for their product while giving the perfect context for talking about their saddles. It lets them position themselves as the leader and affords them different kinds of marketing and promotion opportunities. It lets them think big and potentially be big."

推销产品所带来的理想结果或变革，而不是严格关注单个功能的实用性。

帮助用户的问题

• “如果你的产品明天消失，你的客户会使用什么来代替，包括电子表格或手动工作？”
• “世界上发生了什么变化，例如技术或法规，使您的解决方案现在成为可能且必要？”
• “谁是你故事中的反派：你专门要取代的过时的做事方式？”
• “你从根本上优于所有其他选择的一个特定价值向量是什么？”
• “您的团队对产品的描述是否一致，或者销售和工程之间的叙述是否脱节？”
• “您的用户雇用您的产品在其特定的日常工作流程中执行什么工作？”

标记的常见错误

• 陷入更好的陷阱 - 试图通过在功能上稍微好一点来获胜，而不是与众不同或创建新类别。
• 忽略现状 - 没有意识到您最大的竞争对手通常是足够好的手动流程或遗留电子表格。
• 傲慢的医生综合症 - 直接跳入您的解决方案和功能，而没有首先建立客户世界发生根本转变的背景。
• 严格的早期定位 - 在确定客户需求和竞争行为的一致模式之前，投资正式且昂贵的定位。

深入探讨

有关 20 位来宾的所有 50 条见解，请参阅 references/guest-insights.md

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