Chapter 5 Nailing Your Go-to-Market Positioning and be used as the foundation for the future product section of your website. Imagine one product detail page per line in this matrix and you’ll see that you’re framing the benefits and impact of each feature, in addition to cataloging all the capabilities within each module. Exercise 3: Your Company Narrative 1) Start with what’s happening in the market ... that is affecting your in their terms, for their target customers needs and goals • What’s causing pressure? • This is not yet about you • What’s being disrupted? or your product • What’s disrupting your • Do not mention your customers’ world? company or product yet (CONTEXT) • Just tee up what an ideal solution would look like • Keep it in the context you set up 2) Frame their current 4) Now introduce your situation ... company’s vision ... and how it is hurting or and high-level value challenging them of your product • What are they currently • “That’s why we started having to deal with and do now? [COMPANY]” • What option do they have? • “To help companies struggling • Highlight the pitfalls/risks with ... transforming into ... etc.” of their current options • Avoid product detail; just give one-line overview of your product and then focus on how it helps your target customers (FROM TARGET AUDIENCE (FROM TARGET MODULE MATRIX) MATRIX)