How do you navigate conflicting feedback from stakeholders when refining your product positioning?

While it's important to gather feedback from a variety of sources, it's equally important to recognize that not all feedback is equal in value. The first layer I like to filter by is Pervasiveness -- how many customers experience this issue. If a piece of feedback is isolated to one individual customer, it's not representative of the entire customer base. If, however, you're seeing a trend of many customers sharing the same feedback, it may be worth solving. It's also important to categorize the customers providing the feedback -- are they in your ICP or are they outside of the ICP. Feedback from your ICP should be prioritized, otherwise you may end up solving problems your target customers don't even have.

Create a feedback matrix to objectively weigh stakeholder inputs against key metrics like customer needs, competitive landscape, and business objectives. Identify common themes, aligning them with your product's value proposition. Avoid being swayed by the loudest voices; focus on what drives measurable outcomes, like increased market share or improved customer satisfaction. This balanced analysis helps make data-driven decisions that support strategic goals and resonate with your target audience.

Don't just look for common themes; dig deeper! Identify the "why" behind feedback. For instance, a sales leader might push for broader product appeal, while customer feedback highlights a need for deep specialization. Understanding their motivations (hitting quotas vs. solving specific user problems) can help find an intersection that satisfies both parties. By uncovering the root cause of conflicting desires, you can craft a positioning that bridges the gap and resonates with all stakeholders.

Data is your friend! Analyze customer behavior data alongside stakeholder feedback. For example, if a marketing exec pushes for a trendy feature while user data shows a core functionality pain point, prioritize addressing the core need. However, empathy is key too. Explain how you're incorporating valuable aspects of the trendy feature into future iterations while focusing on the immediate customer need and how this might (indirectly) contribute to the bigger picture. This data-driven approach with an empathetic touch builds trust and ensures your product stays aligned with customer needs, business goals, and stakeholder different approaches.

I have found that the most effective positioning has come from getting all of the key stakeholders in a room for 2 hours to have a conversation and gain alignment. It's much more difficult to gain that same alignment in multiple 1x1 sessions. By creating the space for dialogue in a one-time meeting, you both prioritize the importance of attendance as well as creating space for the parties to openly disagree and come to a solution.