Why isn’t product in there? Am I saying product can’t drive growth? Quite the contrary, I definitely think it can, but I try to view it as an output of the following items instead of an input.
This is one of the most impactful areas of any business, yet almost always overlooked or under-invested. Let’s start with a definition of positioning: Your positioning is your story.
This is not just a Marketing ploy to get you to write down some “fluff” on a brochure. Think about each of these activities that drive scale… your story is a part of each and every one of them.
This is an amazing video from Google Ventures that speaks to the essence of getting your story right. Beware – it is an actual 1hr lecture for a class, but absolutely chock full of information that will make you think twice about how you are going to market. Grab a comfy seat and take a look.
So what do you about your positioning? Here is an article written that gives a great summary on positioning by someone who really, really knows her stuff:
This is the biggest pain point that I have seen for any marketing organization is the process behind GSD (getting stuff done). What is interesting is the dynamic of the first two items (people and positioning) that often cause issues with the process of getting things done.
Regardless of your product, the ability to create marketing items to increase brand awareness and drive demand is absolutely fundamental to scale. If you are not working to become more agile in your approach to marketing, then you are already at a disadvantage.
So if you are not getting what you expect from Marketing, there is a great read here from Scott Brinker’s ChiefMarTec blog about Agile Marketing:
This should not be earth shattering… having the right people in the right place is well known. What I am challenging is the focus on what you specifically want them to do in order to drive scale throughout the team. Depending on what you need at a certain stage of growth, you need to consider what is the most important type of person to bring into the mix. Sometimes being too conservative on your PEOPLE approach can significantly hinder your growth.
Who do you have on your team that is not only good at what they do, but adds successful and sustainable value to the business? The people on your team impact your ability to:
So now that you see what positioning, process, and people can do as an input, it should make more sense to see product as the output of it. If you want to dig into how to do more with your product, then there is no better source than the Lean Startup.