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When your product is not THE product by Emily Tate at #mtpcon London 2025

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How and when to sunset features – Roni Ben Aharon (CPO, Craft.io, Booking.com, Wix)

Imogen brings more than 10 years of experience in print and digital to her role as Director of Content Strategy for Mind the Product. The core of her experience comes from 10 years working as an editor for Bauer Consumer Media, a division of Europe’s largest privately-owned publishing group, and as Head of Content for Benivo, an award-winning startup.

Director of Content Strategy

Imogen Schels

We all want to perfectly position our products, for our products to be exactly what our customers need at exactly the right time. So, this <a href="https://www.mindtheproduct.com/tag/sunday-rewind/" target="_blank" rel="noopener">Sunday Rewind</a>, we turn to a guest-authored post by Vikash Koushik Sreenivasan for some advice on how to do it.
Vikash breaks positioning down into five simple steps:
<ol>
<li>Understand why your customers use your product</li>
<li>Identify the market you’re in and the persona you’re going after</li>
<li>Determine the market’s maturity</li>
<li>Determine people’s state of mind</li>
<li>Tie it all together</li>
</ol>
<figure id="attachment_26369" aria-describedby="caption-attachment-26369" style="width: 1024px" class="wp-caption aligncenter"><a href="https://www.mindtheproduct.com/wp-content/uploads/2021/12/Hand-drawing-circle-among-square-boxes-find-your-positioning-niche-or-differentiation-concept-scaled.jpg"><img loading="lazy" decoding="async" class="wp-image-26369 size-large" src="https://www.mindtheproduct.com/wp-content/uploads/2021/12/Hand-drawing-circle-among-square-boxes-find-your-positioning-niche-or-differentiation-concept-1024x683.jpg" alt="Hand drawing circle among square boxes, find your positioning, niche, or differentiation concept" width="1024" height="683" srcset="https://www.mindtheproduct.com/wp-content/uploads/2021/12/Hand-drawing-circle-among-square-boxes-find-your-positioning-niche-or-differentiation-concept-1024x683.jpg 1024w, https://www.mindtheproduct.com/wp-content/uploads/2021/12/Hand-drawing-circle-among-square-boxes-find-your-positioning-niche-or-differentiation-concept-300x200.jpg 300w, https://www.mindtheproduct.com/wp-content/uploads/2021/12/Hand-drawing-circle-among-square-boxes-find-your-positioning-niche-or-differentiation-concept-768x512.jpg 768w, https://www.mindtheproduct.com/wp-content/uploads/2021/12/Hand-drawing-circle-among-square-boxes-find-your-positioning-niche-or-differentiation-concept-1536x1024.jpg 1536w, https://www.mindtheproduct.com/wp-content/uploads/2021/12/Hand-drawing-circle-among-square-boxes-find-your-positioning-niche-or-differentiation-concept-2048x1365.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" /></a><figcaption id="caption-attachment-26369" class="wp-caption-text">In a sea of products, how do you position yours in order to stand out?</figcaption></figure>
Ultimately, he explains, we need to connect with our customers and to go beyond just stating features and benefits. We must focus on the market and its maturity, on our customers, and differentiate ourselves.
Read <a href="https://www.mindtheproduct.com/five-steps-to-positioning-your-product/" target="_blank" rel="noopener">Five Steps to Positioning Your Product to </a>get some straight-talking advice on where to start.

core/freeform

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SUNDAY REWIND: Five steps to positioning your product

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SUNDAY REWIND: Five steps to positioning your product

Imogen Schels

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