I'm teaching a new online positioning course with Section4. The new course will include 2 weeks of video classes, 2 live classes with me, 1 live guest lecture, and a set of new, detailed case studies.

Want to improve your product's positioning but not sure where to start? This article is going to give you everything you need to get started including what positioning is, why it matters, and how to improve it.

Great positioning helps prospects understand why our product is different and better than the competition. But we often aren't looking at our competition in the same way our prospects are. Understanding the two key categories of competitors you have to beat is essential to great positioning.

I’ve been a guest on a lot of great podcasts recently. Here are a handful that folks seem to love the best.

What exactly is positioning? It’s not as well understood as you might think.

I hope you enjoy 4 hours of my lilting Canadian accent.

Can we really differentiate between storytelling vs positioning?

Every company I have ever worked with has struggled to make their awesomeness obvious.

Don’t be that startup. Just, don’t.

If a company does not deliberately position their product in a market, one of 2 things will happen.

My book on product positioning launches today! I’m really happy to finally get this book into people’s hands.

A great product, presented within a context that highlights its strengths is unstoppable. However even a world-class product can be completely undone by a context that does the opposite.

For SaaS companies with a somewhat complicated sales model, the sales process should evolve as the company grows.

Instead of being the thing that helps you save money on tickets for example, it could be the thing that helps you drive more safely

Positioning a product today is radically different from what it was when the concept was first introduced.

Positioning isn't a new idea, but it is deeply misunderstood. The problem that Positioning was designed to solve hasn’t gone away — it’s gotten exponentially worse. As our markets have become more crowded, the way we tackle positioning needs to change.

I think the problem is really one of improper context setting or framing as I like to call it.

For startups, breaking your market up into addressable market segments is important. A key element of your product or company positioning is understanding who exactly you want to sell to. Here's how to evaluate and choose and segment.

Established markets and new markets are not the same so the way that you market and sell to them is different. For startups, it’s really important to know the difference. Each type of market requires different marketing tactics, executed in different ways with different expected results.