Positioning is a fundamental part of marketing strategy. But it’s not always explicitly defined, particularly in small, fast-growing companies. In many cases, it’s based purely on the original intent of the founder, and reflects early-adopters. But as a business scales, it’s worth taking time to think through the Why/Who/How of your product or service, so you can develop the messaging and the Go-To-Market strategy that’s going to have an impact.
Sharon Scott knows how to craft a positioning statement. As a marketing strategist and founder of OtterScope, Sharon works with companies to define their place in the market. And in this episode of The Marketing Mix, she shares the frameworks and strategies she uses to get to the “why” of brands and products.
We also discuss how marketing acts as the bridge between internal stakeholders, and the alignment of Product and Marketing teams. And Sharon shares some thoughts on how AI might be used to assist in customer research and the positioning process.
Key Takeaways:
Connect with Sharon:
Find Sharon on LinkedIn
And check out OtterScope
A couple of good reads:
Positioning: The Battle for Your Mind - by Al Ries and Jack Trout. One of the classic books on the subject
Crossing the Chasm by Geoffrey Moore. I mention this during the conversation with Sharon
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations.
Death, Sex & Money
Anna Sale explores the big questions and hard choices that are often left out of polite conversation.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.