Who This Helps
This is for Product Managers in the Market Intelligence & Positioning program who are stuck in endless debate. You have a pile of competitor claims and user feedback, but no clear direction for your next experiment. This turns that mess into a single, measurable decision.
Mini Case
Zaid’s team was debating three different feature launches. Each had vocal supporters. He built a simple positioning grid in 90 minutes, scoring each option against their core ICP’s needs and key market gaps. The ‘obvious’ favorite scored a 6/10. The quiet underdog, a data portability feature, scored a 9. They launched a simple test for it. In 30 days, it drove a 15% lift in upgrade intent from their target segment. The debate died on the spot.
Do This Now (5 Steps)
- Grab your evidence. Pull your top 5 competitor claims from your audit and 3 key pieces of win-loss feedback.
- Define two axes. Pick one axis for user value (e.g., ‘Saves our ICP time’). Pick another for market gap (e.g., ‘No competitor does this well’). Keep them simple.
- List your options. Write down the 3-4 experiments or bets you’re considering on sticky notes.
- Score them. Place each note on your grid. Be brutally honest. Which option lands in the top-right corner?
- Frame the test. For the top option, define one metric and a 2-week learning goal. Your next team meeting now has an agenda.
Avoid These Traps
- Don’t use more than two grid axes. A third dimension turns clarity into a confusing 3D graph nobody understands.
- Don’t score based on what’s easiest to build. Score based on the evidence from your market scan and ICP wedge choice.
- Don’t involve 10 people in the scoring. Do the first draft yourself, then socialize it for challenge. Too many cooks spoil the grid.
- Don’t let ‘perfect data’ paralyze you. Use your best available evidence today. A good decision now beats a perfect one next quarter.
- Don’t ignore the loser. Briefly note why the other options scored lower. It pre-empts the ‘but what about…’ questions later.
Your Win by Friday
By Friday, you’ll have a one-page positioning grid that isolates your next bet. You’ll walk into planning with a clear, evidence-backed recommendation, not another open discussion. Your team’s effort finally has a single point of focus. Time to make the market move.