Who This Helps
This is for product managers who are tired of hearing "we need more data" every time they propose a feature. You have questions about what customers really want, what competitors are doing, and where the market is going. You need to turn those questions into decisions that get a thumbs-up from your boss, your team, and the execs.
The Market Intelligence & Positioning course is built for exactly this. It gives you a repeatable way to cut through noise and make calls that stick.
Mini Case
Meet Zaid. He's a product manager at a mid-size SaaS company. His team was stuck on a big question: should we build a new integration or double down on our existing features?
Zaid ran a Signal Landscape Scan (a mission in the course) and found that 12% of his target accounts were actively searching for that integration. That tiny number was the signal he needed. He presented the data to his VP, who approved the project in one meeting. No more back-and-forth.
Do This Now (5 Steps)
- Pick one product question you're stuck on. Write it down. For example: "Should we add a mobile app?"
- Run a quick competitor claim audit. List what your top three competitors say about mobile. Are they just talking, or do they have real traction? The Competitor Claim Audit mission helps you separate evidence from hype.
- Find your ICP wedge. Choose one customer segment where the answer to your question is a clear yes. The ICP Wedge Choice mission gives you a framework to pick the right one.
- Build a positioning grid. Compare your options side by side using criteria like customer need, effort, and revenue potential. The Positioning Grid mission makes this easy.
- Write a one-page positioning statement. Summarize your decision, the evidence, and the expected outcome. This becomes your artifact to share with stakeholders.
Avoid These Traps
- Don't try to answer every question at once. Focus on one decision per cycle. You'll move faster and get clearer results.
- Don't ignore competitor noise. But don't let it drive your strategy. Use the claim audit to filter out what matters.
- Don't skip the evidence cut. The Win-Loss Evidence Cut mission helps you validate your assumptions before you present.
- Don't overcomplicate your positioning statement. Keep it to one page. Stakeholders love brevity.
Your Win by Friday
By Friday, you'll have one product question turned into a decision backed by real evidence. You'll have a one-page positioning artifact that your stakeholders can read in two minutes and approve in five. No more guessing. No more stalled projects. Just clear, measurable decisions that move your product forward.
And honestly? That feels pretty good. Like finally finding the right key for a sticky lock.