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Craft Targeted Positioning Statements

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Craft Targeted Positioning Statements

This course is part of multiple programs.

Instructor: Professionals in the Industry

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2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Apply positioning frameworks to define product-market fit for specific segments
Create persona-based positioning statements tailored to different audiences
Evaluate positioning using defensibility, uniqueness, and relevance criteria
Identify and fix “me-too” positioning through competitive benchmarking

Skills you'll gain

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There are 2 modules in this course

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.

In this module, you will learn how to use positioning frameworks to define market fit for specific customer segments. You will explore how target market, need, category, benefit, and differentiation shape a clear positioning statement, then practice adapting the same product’s positioning for distinct personas. By the end, you will be able to create persona-based positioning that helps the right customers recognize why a product is built for them.

What's included

2 videos3 readings2 assignments

2 videosTotal 5 minutes

Why Good Products Fail Without Positioning3 minutes
Demo: Drafting Persona-Based Positioning2 minutes

3 readingsTotal 17 minutes

About the Course Expert2 minutes
The Standard Positioning Framework10 minutes
Exemplar for Hands-On Activity: Draft Persona Positioning5 minutes

2 assignmentsTotal 30 minutes

Hands-On Activity: Draft Persona Positioning20 minutes
Knowledge Check: Defining Market Fit10 minutes

In this module, you will learn how to evaluate positioning statements against competitor benchmarks to identify me-too language and strengthen differentiation. You will explore how defensibility, uniqueness, and relevance reveal which claims can hold up under competitive pressure, then practice using benchmark data to revise positioning with greater precision. By the end, you will be able to refine positioning statements so they communicate what a product can credibly claim that competitors cannot.

What's included

1 video1 reading2 assignments

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Instructor

Professionals in the Industry

279 Courses26,057 learners

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Frequently asked questions

This course is best for learners with some exposure to marketing or product concepts. It introduces frameworks clearly, but focuses on applying them in realistic business scenarios.

You’ll learn how to write effective positioning statements, adapt messaging for different customer segments, and evaluate positioning against competitors. You’ll also practice defending your strategy in stakeholder discussions.

This course focuses specifically on positioning as a strategic discipline. Rather than covering broad marketing topics, it teaches you how to define market fit and create messaging that differentiates your product in competitive contexts.

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.