Chapter 5 Nailing Your Go-to-Market Positioning As you can see, this isn’t the work of a single afternoon or even a single week. Make sure you carve out plenty of time to do the work well. Also, keep in mind, it’s often helpful to leverage an outside expert who can ask the right questions and help guide your team through this process so that you can quickly arrive at the strongest possible positioning for your market. Company positioning must be developed within the context of your go-to-market strategy. MESSAGING PRICING & CAC AUDIENCE CHANNELS PACKAGING MODEL Your unique Where are they Must be developed “Right-size” for Work through segments looking and within the context of your segments your acquisition learning? everything else and your model and costs strengths Developing Your Positioning Three Rooms: A Guided Messaging Structure So, what’s the secret to great messaging? You need to be able to talk at three different levels — your product, your value proposition, and your story. One way to approach this is by thinking of your positioning within three distinct rooms. With the three rooms strategy, you visualize your messaging as a gallery, and you’re walking your audience through three distinct rooms. Room 1: Context Room 2: Value Room 3: Product Often called the why, The focus here is on it’s really the why now. your target customer Consider what’s going segments — how the on in your market and why now context is what makes you impacting them, and relevant to your target the impact you could audience. help them make on their business. You can think of this as a curated path through a museum, or if you’ve been to an Ikea recently, as the intentional path the Ikea designers have us walk through each room of the store. Let’s dive into each of these three rooms in more detail: