Comment aborderiez-vous une situation où les principales parties prenantes ont des points de vue opposés sur le positionnement des produits ?

I recommend having separate 1:1 conversations with each individual with an opposing viewpoint. In an effort to unpack each perspective, provide each individual with the space to discuss how they ended up at their position. You may often find that the differentiation in positioning stems from something like a previous customer relationship that was lost due to a specific product pivot or from an emotional tie to being burned by a similar decision in the past. As you begin to ask questions and peel back the layers that led to each individual's current position, look for underlying similarities that may be shared within each view but may be difficult to discover without proper questioning.

Embracing Miro for digital brainstorming and Slack for seamless communication transformed our stakeholder alignment process. During one memorable workshop, Miro's virtual whiteboards allowed remote participants to contribute equally, visualizing our diverse perspectives neatly. This inclusivity led to discovering innovative solutions previously overlooked. Meanwhile, Slack channels dedicated to project updates kept the momentum going, ensuring everyone stayed informed and engaged post-meeting. This blend of tech facilitated not only alignment but also a sense of shared ownership over our strategy, making the journey towards market success a unified and dynamic endeavor.

Developing a product positioning strategy involves creating a shared vision that guides your product's journey. Engage stakeholders early to gather diverse insights and foster ownership. Clearly define your product's unique value proposition and how it meets customer needs better than competitors. Make the strategy a living document that evolves with market trends and feedback. This ensures clarity and alignment across all marketing efforts, providing a unified direction for all stakeholders.

Test positioning attributes through market research to understand how you are perceived by your intended audience and how competitors perform against those attributes. This data will help your company understand your target audience's point of view and help drive alignment, in addition to providing the necessary insight to crafting the right strategy.