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Aligning Your Organization with Positioning Documents: An Interview with Dan Corbin

Aligning Your Organization with Positioning Documents: An Interview with Dan Corbin

“The whole point of doing a positioning document is to clearly and concisely say, ‘who are we solving problems for? What are those particular problems, and why do those people care so much that we solve those problems for them?’”

In this episode of Pragmatic Live, Rebecca Kalogeris, VP of marketing for Pragmatic Institute, interviews Pragmatic instructor Dan Corbin about positioning.

Dan explains that positioning helps to align the organization by clearly communicating the target audience, their problems, and the solutions to those problems. This is particularly important for product management teams, often at the organization’s center and playing a pivotal role in driving alignment.

During this episode, Dan and Rebecca Discuss:

  • Why position documents are essential for the entire organization and why it makes the product team’s job easier
  • What to include in a positioning document and why the order of the sections is so important
  • How many positioning documents should you create per product
  • Who should own the positioning document

Additional Resources:
Enroll Foundations to learn more about positioning from expert instructors like Dan Corbin. Take the first step in truly understanding the market and the problems it faces. In this course, you’ll also master the Pragmatic Framework and the activities needed to bring a successful product to market.
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Author

  • Pragmatic Institute is the transformational partner for today’s businesses, providing immediate impact through actionable and practical training for product, design and data teams. Our courses are taught by industry experts with decades of hands-on experience, and include a complete ecosystem of training, resources and community. This focus on dynamic instruction and continued learning has delivered impactful education to over 200,000 alumni worldwide over the last 30 years.

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