What makes your product different and more valuable than your competitor’s?
If you don’t know, or if you can’t tell me quickly and clearly, then your product is probably in trouble. Equally important is aligning everyone in your engineering, product management, marketing, and sales team so they, too, know these answers. To win market share and wide-spread adoption, they must embrace your core product positioning. They must be able to know it, understand it, repeat it, and leverage it in all of their product development and customer communications activities. That’s how you grow revenue and win in today’s overcrowded marketplace. To do this, you need a “positioning statement.”
Want to beat those odds?
Want to learn the secrets for creating the best “positioning statement” possible?
Then this course is for you!
But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. So, how do we influence that, exactly? “Product Positioning” Boot Camp teaches you the thought-provoking approach called positioning. It starts with developing a positioning statement that identifies, prioritizes, and then clarifies the unique value you offer a specific target market. Equally important to having a best positioning statement tool is knowing how to use it. Because success requires you not only be a master of marketing; you need to be savvy at organizational politics.
The online, on-demand course contains 6 power-packed lessons listed below with 70 minutes of fast-paced video lectures accompanied by quizzes, examples, and exercises. Each video lecture can be completed in less than 15 minutes, enabling you to pace out your training over the approximately three hours it will take to complete the entire course.
It is the first-course covering product positioning that incorporates:
- Self-paced modules organized in a logical, easy-to-follow structure
- Agile principles and methodologies
- Easy-to-follow and well-structured exercises contained in a handy downloadable Workbook
- Practical exercises and techniques that you can apply to your own business as early as today
When you have completed “Product Positioning” Boot Camp you will:
- Understand the components that define a positioning statement
- Learn how to build & critique your own
- Apply it to your business
- Know how to use it to achieve organizational alignment
- Build better products
- Drive a faster market success
- Beat your competition
And, if your teammates attend the Boot Camp with you, you will achieve better alignment as you work the exercises together.
Each of the 6 lessons in the online course has a:
- Pre-assessment quiz
- Video lecture
- Real world examples
- Exercises
- Post-lesson quiz
The primary focus is on business-to-business (B2B) markets, but it can also be used for business-to-consumer(B2C) markets.
The online course includes a downloadable PowerPoint Workbook template for you to do your exercises, build your plan and then bring to the Boot Camp for review, discussion and enhancement. This course and Boot Camp are based on the book, The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere by J. Michael Gospe, Jr. This “how to” marketing book shows you in detail everything you need to know about building, critiquing, and applying positioning statements so you can grow your business quickly and with confidence.
Learning Objectives
To be able to:
- Understand how and why positioning statements drive better, more relevant and clear communications
- Learn how to create your own positioning statements
- Practice evaluating positioning statements
- Discover how to apply the positioning statement template and technique to your own business
- Welcome to mastering product positioning
- Pre-assessment quiz
- Introducing the positioning statement
- Lesson 1: Target segmentation and the persona
- Lesson 2: Names and categories
- Lesson 3: Key customer benefit
- Lesson 4: Competitive differentiation
- Lesson 5: Positioning statements in action
- Lesson 6: Bringing positioning statements to life
- Conclusion
- Post-assessment quiz
Options:
To be notified when the next Boot Camp will be in your area, please fill in the form below:
Meanwhile, feel free to purchase the online course and you will get a credit for two times what you pay for the course against the cost of the Boot Camp.
David Fradin
David Fradin has trained thousands of managers throughout the world in the successful management of products.
With over 47 years of experience across major companies, 75+ products and services and 11 startups, he infuses his workshops with insights gained as an expert product leader, product manager and product marketing manager at companies like Apple and HP.
He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market. As a result of his leadership and management skills, Apple promoted him first to Apple /// Group Product Manager and later Business Unit Manager at the same organizational level at that time as Steve Jobs.
He recently authored “Building Insanely Great Products: Some Products Fail, Many Succeed…This is their Story” Lessons from 47 years of experience including Hewlett-Packard, Apple, 75 products, and 11 startups later. Go to: Amazon Store
Also. "Organizing and Managing Insanely Great Products" and "Marketing Insanely Great Products."
His workshops cover the founding values, vision, product lifecycle and management employed by Apple at its start and which it subscribes to today. You can learn more about his workshops at Spice Catalyst Workshops
From Wiley and Sons, is a 796 page, university-level textbooks entitled: "Successful Product Design and Management Toolkit" covering keys to product success, product market strategy, marketing, soft skills, user experience, user interface, product engineering, and product support.
What students will learn in the workshops, online courses and books are cover what has made Apple the most valuable company in the world today. Go to David Fradin @ Youcanbook to schedule a time to talk.
David on Building Great Products, AI and Tech Shifts
By David Fradin |
Untold Stories From the Early Days of Apple Computer
By David Fradin |
Product Success Issues: Uses of Artificial Intelligence in Product Success Management
By David Fradin |
TESTIMONIALS
"I have done the marketing plan and got a great score from my working company. Thanks for your course and coaching."
Hsitang L
Student
"Very interesting course on the effective use of Social media in marketing. Must for all the Product Marketing managers. Simple & effective delivery of content. Thanks, Professor David."
Karthik S
Student
"Excellent Course for Marketing Strategy. It was comprehensive, easy to follow, and had the perfect balance of hands-on activities and lectures that left me with a full marketing strategy and implementation plan at the end of the course. Great course for anyone starting from scratch."
Spencer J.
Student
"David’s key Product Management and presentations skills were key to my success in starting up and building Apple Pacific in the early 80s."
Sami A
Client
"David continues to be a valued resource for general marketing expertise, industry knowledge, and product marketing know-how. We reference his clear insights regularly."
Peter M
Client
"David has been an excellent coach and mentor. Very detail oriented and practical in his approach. His ideas and frameworks are simple, practical and easy to understand and adopt, being extremely effective at the same time. The concept of ‘Do, value proposition’ is one such excellent framework which not only helps in formulating compelling value proposition for the customers but is also a source of ideas for new product innovation."
Manish B.
Student
"David is a very experienced and talented business professional. I have witnessed this first hand, as has demonstrated his ability across multiple disciplines, including market analysis, segmentation, customer profiling, competitive reviews, product management, marketing and sales strategy development and execution, to name but a few. In addition, he has great communication skills."
Mike B, Lead Generation Consultant
Client
"I met Dave through a consulting engagement while I was at YouSendIt. It was easily the single most useful and insightful consulting engagement I’ve experienced in my career. From his analysis of our industry to the product recommendations, Dave gave us actionable information that made YouSendIt a better company."
Chris B. (YouSendIt)
Client
"Building Insanely Great Products" is a great Segway into the product management space and contains insightful and practical advice which I am now going to validate with some of the projects I am working on"