Strong products fail without clear positioning. In this course, you’ll learn how to define who your product is for and why it’s the right choice for that audience, using practical positioning frameworks and real-world scenarios.

You’ll start by learning the standard positioning framework and how to apply it to define product-market fit. You’ll practice drafting positioning statements for different customer segments, adapting your message to reflect each audience’s needs, context, and priorities. Next, you’ll evaluate positioning strength using competitive benchmarking. You’ll learn how to assess whether your positioning is defensible, unique, and relevant, and how to identify when your messaging sounds too similar to competitors. Through hands-on activities and role-play scenarios, you’ll practice refining positioning and defending it in stakeholder discussions. By the end of the course, you’ll be able to create clear, specific positioning statements that differentiate your product and resonate with the right audience. These skills are essential for product marketing managers, founders, and anyone responsible for bringing products to market.