Who This Helps
This is for product managers who feel stuck in endless debates about what to build next. If you're in the Market Intelligence & Positioning course, this is your shortcut from analysis to action. It helps you move from 'what if' to 'what's next'.
Mini Case
Zaid's team was debating three different feature bets. Each had vocal supporters. After a week of meetings, they were no closer to a decision. He built a simple positioning grid in 90 minutes. It compared the options across four criteria his ideal customer actually cared about. The grid showed one option was a clear winner for 70% of their target segment. They shipped a test for it the next week.
Do This Now (5 Steps)
- Grab your notes from the last three customer conversations or win/loss reports.
- List every competitor claim you've heard in the last month. Put them in a simple table.
- For each claim, mark it as 'evidence-backed' or 'narrative noise' based on what customers actually say.
- Pick the two most important comparison criteria for your customer. This is the hardest part, but just pick two.
- Plot your top three experiment ideas on a 2x2 grid using those criteria. The quadrant with the most white space is your winner. Seriously, just pick the empty space.
Avoid These Traps
- Don't try to compare more than four criteria. You'll get stuck in circles.
- Don't use internal company goals as criteria. Use what the customer uses to decide.
- Don't wait for perfect data. Use the best evidence you have right now.
- Don't let the loudest voice in the room override the grid. The grid is your teammate.
- Don't skip classifying competitor claims. This separates real opportunity from market noise.
- Don't build the grid in a vacuum. Show it to one trusted teammate for a sanity check.
- Don't confuse a 'nice-to-have' feature with a positioning wedge. A wedge changes how you're seen.
- Don't forget to time-box this. Give yourself 2 hours max. Done is better than perfect.
Your Win by Friday
By Friday, you will have one prioritized experiment, backed by a simple one-page positioning artifact. You'll stop the feature debates and give your team a single, clear target. You'll know exactly what you're testing and why it matters. That's a good Friday.