Positioning Messaging

# Positioning & Messaging - All Guest Insights

*58 guests, 106 mentions*

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## Adam Grenier
*Adam Grenier*

> "The other one that I think is less known or talked about is the gift of details. So, in a scene, if you give somebody really specific details about something, it gives so much more meat to be able to work off of... if I say, 'We create content that is both education and entertainment to solve people's deep curiosities in the way that maybe a biography would.' That just opens up the exact problem that you're trying to solve."

**Insight:** Using hyper-specific details in messaging helps define the problem space and differentiates the product more effectively than broad descriptions.

**Tactical advice:**
- Use specific analogies (like 'biographies') to anchor the value proposition
- Provide 'meat' in descriptions to help customers understand the exact problem being solved

*Timestamp: 00:07:59*


## Andy Raskin
*Andy Raskin_*

> "The traditional structure, the way I learned how to pitch in business school, I think the way most people did is what I call the arrogant doctor. So you have a problem, a pain, I have a solution, a treatment, and I'm going to tell you why it's better than all the other treatment."

**Insight:** Traditional problem-solution positioning often leads to 'bragging' rather than engagement.

**Tactical advice:**
- Avoid the 'arrogant doctor' pitch structure of problem/solution/betterment.

*Timestamp: 00:08:54*

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> "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. So he comes in and he says, 'Hey, software is over and there's this new world called the cloud, a new game, new rules.'"

**Insight:** Effective positioning frames the product as a response to a fundamental shift in the market paradigm.

**Tactical advice:**
- Define the shift from an 'old game' to a 'new game' with new rules.
- Name the old game and the new game concisely (e.g., 'Software' vs. 'Cloud').

*Timestamp: 00:00:00*

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> "What's really, I think key is naming it, naming that old game... This very, very concise naming is really key. And it's hard because in making it compact you're losing completeness... we're always kind of overstating it in a way, but it's not a problem."

**Insight:** Concise, even if slightly hyperbolic, naming of market shifts is more effective than exhaustive bullet points.

**Tactical advice:**
- Name the shift using simple contrasts (e.g., 'Transactions' to 'Subscriptions' or 'Opinions' to 'Reality').

*Timestamp: 00:19:42*


## Anuj Rathi
*Anuj Rathi*

> "How do I actually now empathize with this lazy, selfish, and vain customer, and build my product in a way so that I can make this appear on your site like this is the thing that you have to use, the way you write your copy, the way you build your onboarding, the way you do your first warm welcome?"

**Insight:** Effective positioning requires empathizing with the 'lazy, vain, and selfish' nature of new users who have existing habits and limited attention.

**Tactical advice:**
- Connect marketing messages directly to the product onboarding experience to ensure a seamless narrative journey.
- Focus on one primary value proposition for new users rather than overwhelming them with the full suite of product features.
- Think like a 'full-stack influencer' who must persuade both internal teams and external users.

*Timestamp: 00:16:37*


## April Dunford
*April Dunford*

> "Weak positioning hurts you in the early stages of pipeline in that people don't really get what you are, so they're not responding to your marketing the way they should. And you'll get this sluggishness in the middle of your pipeline, particularly if you have sales people. The light doesn't come on until they've had three calls with the sales rep and then the light comes on."

**Insight:** Weak positioning cre