"I feel so seen." — How competitive intel transforms positioning

Summary

In this conversation, the speaker enthusiastically discusses Emma Stratton's book on product marketing, focusing on positioning, competitive analysis, and the balance between features, benefits, and outcomes. The speaker feels validated by Stratton's approach, especially her critique of traditional positioning statements. They also appreciate the book's call to expand the use of competitive insights beyond product comparisons. The speaker resonates with the flexible, adaptable approach to positioning outlined in the book, emphasizing that there’s no one-size-fits-all solution in marketing strategies. The overall message is a refreshing, practical perspective on marketing strategy and competitive intelligence.

Takeaways

• 😀 The speaker is a fan of Emma Stratton's book and finds it highly validating for product marketers.
• 😀 Emma's book addresses competitive positioning and provides a process that aligns with the speaker's approach.
• 😀 The speaker likens the experience of reading the book to the feeling of validation that comes with reading April's book, 'Obviously Awesome.'
• 😀 The book critiques traditional positioning statements, which the speaker has also been critical of, and offers a more intuitive approach.
• 😀 The book challenges the idea of always leading with features or benefits, emphasizing that the approach should depend on the product and context.
• 😀 Emma Stratton's book avoids advocating for a one-size-fits-all solution and encourages a more flexible and case-specific approach to marketing.
• 😀 The speaker values the book for providing an alternative to the overused 'increase revenue' messaging in the SaaS industry, which often lacks clarity.
• 😀 The speaker appreciates Emma’s approach for not solely focusing on features, which can be an ineffective strategy depending on the situation.
• 😀 The book emphasizes the importance of using competitive insights not just for product cards, but as a crucial component of positioning and messaging strategies.
• 😀 The speaker is particularly pleased that Emma's book incorporates competitive strategy into its messaging, which the speaker has been advocating for in their own work.

Q & A

What is the main focus of Emma Stratton's book according to the speaker?

The main focus of Emma Stratton's book is competitive positioning and how it can be effectively used in product marketing strategy.

What reaction did the speaker have after reading Emma Stratton's book?

The speaker felt validated after reading the book, as the concepts outlined resonated with their own experiences and intuitions in product marketing.

How does the speaker compare Emma Stratton's book to April Dunford's book, 'Obviously Awesome'?

The speaker compares Emma Stratton's book to April Dunford's book in the sense that both validate the reader's intuitive approach to positioning and marketing, providing a sense of confirmation for those in product marketing.

What is the speaker’s opinion on the positioning statements often used in product marketing?

The speaker dislikes positioning statements, considering them to be ineffective. They appreciate Emma Stratton’s perspective, which aligns with their own belief that traditional positioning statements don’t always make sense.

How does the speaker feel about the current trend of leading with outcomes in product marketing?

The speaker expresses concern that the trend of leading with outcomes, such as increasing revenue, has become overused and makes many SaaS companies sound the same, making it difficult for customers to understand what is actually being offered.

What is the speaker’s stance on leading with features in product marketing?

The speaker believes that leading with features isn't always the smartest approach and may be more suitable for certain products or companies, but it’s not universally effective.

How does Emma Stratton's book provide an alternative view on product marketing?

Emma Stratton’s book presents a balanced view, offering an alternative to both leading with vague outcomes and solely focusing on features. She introduces a nuanced approach that aligns with different product marketing needs.

Why does the speaker emphasize the importance of competitive information in product marketing?

The speaker stresses that competitive information should play a significant role in product marketing strategy, especially in positioning and messaging, and shouldn't be limited to just creating personas or competitive cards.

What does the speaker mean by the importance of using competitive information in strategy?

The speaker believes that competitive information is crucial for developing effective positioning and messaging strategies. It should be utilized in various aspects of product marketing, not just for competitive analysis.

What final takeaway does the speaker highlight from reading Emma Stratton's book?

The speaker's final takeaway is that the book provides valuable insights into how competitive positioning can be a powerful tool in product marketing. It validates the speaker's own approaches and encourages a flexible, strategic mindset in marketing.