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Category Archives: Force Training
Coming Up with the Perfect Name
Names matter. They immediately convey a message, before you even make it to a positioning statement. Even engineers aren’t immune, as they are often responsible for naming features or elements of a product… names in code that may stick in documentation or turn up in the UI somewhere… and before you know it, they’re terms being used by customers. So how does one come up with a name? Here’s how to get your “MBA” in naming. Continue reading
Posted in Dark Path, Dark Side, Force Training, Light Side
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Refining a Positioning Statement — The Key Benefit and Differentiation
Okay, you’ve stood on your head and stacked a few rocks by defining the target and the brief description of your positioning statement… now can you move your entire X-wing out of the swamp? Choosing the key benefit and the differentiation are by far is the hardest part of this task. Continue reading
Posted in Dark Path, Force Training
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Refining a Positioning Statement – The Short Description
In your positioning statement, you need to quickly establish a frame of reference so your targets can understand what they’re evaluating… and what you should be compared to. After all, it’s a positioning statement. You’re positioning yourself against other competitors in the same category. Continue reading
Posted in Dark Path, Force Training
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Refining a Positioning Statement – The Target Audience
It’s not that hard to come up with something that fits the format of a positioning statement. But you’re not plugging in arguments to WritePositioning(target, description, key_benefit, differentiation). You have to examine each argument and iterate until you’re satisfied. There’s often more than one correct answer, but some answers are correct-er.
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Posted in Dark Path, Force Training
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