{"id":9004111224735290,"date":"2025-02-04T19:53:36","date_gmt":"2025-02-04T19:53:36","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/product\/?page_id=9004111224735290"},"modified":"2025-09-12T18:06:59","modified_gmt":"2025-09-12T18:06:59","slug":"product-positioning","status":"publish","type":"page","link":"https:\/\/www.pragmaticinstitute.com\/product\/framework\/product-positioning\/","title":{"rendered":"Framework Box &#8211; Product Positioning"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9004111224735290\" class=\"elementor elementor-9004111224735290\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-78d4314a elementor-section-full_width hero-section elementor-section-height-default elementor-section-height-default\" data-id=\"78d4314a\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-43d1a3aa\" data-id=\"43d1a3aa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2876c54b navigation elementor-widget elementor-widget-html\" data-id=\"2876c54b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a href=\"\/product\/\">PRODUCT<\/a> \/ <a href=\"\/resources\/\" id=\"not-active\">RESOURCES<\/a> \/ <a href=\"\/product\/framework\/\">FRAMEWORK<\/a>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f9efa80 elementor-widget elementor-widget-heading\" data-id=\"f9efa80\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Product Positioning<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79d33f66 elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"79d33f66\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Product positioning is a strategic activity that affects many business decisions, from your products, services, and company culture to the messages communicated to the market.\u202fIt ensures everyone is working from the same playbook and is communicating the same messages. It also forces you to identify and spell out the benefits of your product for each type of buyer.\u202f\u202fPositioning should take place early, not right before you go to the market.\u202f<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4040fef8 elementor-section-full_width elementor-reverse-mobile elementor-section-height-default elementor-section-height-default\" data-id=\"4040fef8\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4368fe22\" data-id=\"4368fe22\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-50beb16f elementor-widget elementor-widget-image\" data-id=\"50beb16f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"67\" height=\"86\" src=\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2021\/11\/quote-white-c.png\" class=\" attachment-large size-large wp-image-9004111222960312\" alt=\"white quotation marks\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4855b5f elementor-widget elementor-widget-heading\" data-id=\"4855b5f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">Successful product positioning creates a connection with your potential customers.<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-52fdcf9c elementor-widget elementor-widget-image\" data-id=\"52fdcf9c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"32\" height=\"25\" src=\"https:\/\/www.pragmaticinstitute.com\/product\/wp-content\/uploads\/sites\/3\/2025\/02\/quote_close_w.png\" class=\" attachment-large size-large wp-image-9004111224735226\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6323c934\" data-id=\"6323c934\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-486b5a1f elementor-widget elementor-widget-heading\" data-id=\"486b5a1f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Who is Responsible for Product Positioning?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fb1bd40 elementor-widget elementor-widget-text-editor\" data-id=\"7fb1bd40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Product positioning is a key element of product management, but others should have input. We recommend a committee of no more than six people work together on a positioning strategy.<\/p><p>Here is how product positioning impacts various teams:<\/p><ul><li><strong>Engineering and development:<\/strong> Clear understanding of problems and priorities helps the team make informed decisions.<\/li><li><strong>Marketing and communications:<\/strong> Understanding market needs enables them to highlight the product\u2019s unique value.<\/li><li><strong>Sales:<\/strong> Knowing the product\u2019s purpose helps the team effectively communicate benefits to attract buyers.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6b9c0093 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"6b9c0093\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2b9f50d6\" data-id=\"2b9f50d6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-136d51f8 elementor-widget elementor-widget-heading\" data-id=\"136d51f8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What is a Product Positioning Document?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-690a03be elementor-widget elementor-widget-text-editor\" data-id=\"690a03be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A product positioning document focuses on conveying product value to buyers, resulting in a family of documents that communicate how the product will solve specific customer problems and drive all outbound communications. It should define the problem, offer a solution and include an approximately 25-word message for the target persona. It should also provide a product description and list 3-5 key capabilities.<\/p><p>Tailor the message to different buyer types\u2014functional, financial and technical\u2014based on their priorities like workflow, ROI, or integration.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-68aec321 elementor-hidden-mobile\" data-id=\"68aec321\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1de8bf7f elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"1de8bf7f\" data-element_type=\"section\" data-e-type=\"section\" id=\"framework-download\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3972c9b\" data-id=\"3972c9b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7c49c0a5 elementor-widget elementor-widget-heading\" data-id=\"7c49c0a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Download The Pragmatic Framework<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34024d6d elementor-widget elementor-widget-text-editor\" data-id=\"34024d6d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Want to learn more about Product Positioning and its essential role in the Pragmatic approach to product? Download the Pragmatic Framework, which explores key concepts in product management and marketing, from market research through development and into product life cycle support.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-501ae61 elementor-widget elementor-widget-html\" data-id=\"501ae61\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<script src=\"https:\/\/js-na2.hsforms.net\/forms\/embed\/developer\/243179942.js\" defer><\/script>\n<div id=\"hubspot-form-container\" class=\"hs-form-html\" data-region=\"na2\" data-form-id=\"c639e692-bb9a-4ced-8068-d7df1675634b\" data-portal-id=\"243179942\"><\/div>\n\n<!-- Fallback message -->\n<div id=\"form-fallback\" style=\"display:none; margin-top:1rem; text-align:center; color:orange;\">\n  If you don\u2019t see the form, you might be using a private browser window. 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It also forces you to identify and spell out [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9004111223145790,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"p-page-lifecycle":[],"vertical":[],"class_list":["post-9004111224735290","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Develop Product Positioning - Pragmatic Institute<\/title>\n<meta name=\"description\" content=\"Successful product positioning creates a connection with potential customers that results in selling more products and services. 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