How is product positioning done?
The interesting part about Dunford’s writing style is that she gives you a ton of info in a unique way: you think you know the answer, but then you turn the page and realize there’s more to know. Far from feeling depressed about it, though, the fun examples and short sections (with skimmable headlines) make reading easy.
As the book progresses, Dunford goes in-depth on the core process of the refined “product positioning canvas” (in the book she offers a free template for download).
The canvas is the end result of your positioning exercise and sets you up to really nail your product positioning. It also empowers you to share this out with your team (now, or in the future) and acts as a source of truth to always refer back to.
Without this source of truth, warns Dunford, you risk moving too far away from your core positioning by accident, with ideas on ideas.