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Positioning is not a marketing department deliverable — it is a company-level strategic choice that constrains product roadmap, pricing, hiring, and channel strategy. When positioning is left to the marketing team alone, products get built for one customer and marketed to another.
Use these three in order. Each builds on the one before.
In one paragraph, explain why positioning is considered a strategic decision rather than a marketing tactic.
Walk me through how a company's positioning choice propagates downstream into product, sales, pricing, and hiring decisions.
Given a B2B company whose product team targets SMBs and whose sales team targets enterprise, diagnose the positioning failure and describe the process for realigning the company around a single positioning.