[REPLAY] 10 Steps to Reposition Your Product When Your Customers Don’t “Get it”

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What do you do if your customers just don't "get" your product?

My guest today is Jane Portman, UI design expert, and co-founder of Userlis.

We talked about why Userlist initial positioning didn't work, and the ten steps Jane and the Userlist team took to develop a new product positioning.

From recruiting customers, to running customer interviews, and discovering the patterns and themes amongst qualitative data.

Topics covered:

• Why Userlist changed their product positioning
• The steps Jane took to start improving their product positioning
• How Jane scheduled customer interviews
• The customer research questions that led to the best insights
• Why understanding your product’s “true competitive alternative” is important, and how to find them
• How to figure out positioning internally
• The difference between “attributes” and “features”
• How to cluster attributes and features into “themes”
• Using card sorting exercise as a product positioning
• The biggest mistake Jane made when she tried to launch her previous products

Resources mentioned:

• Userlist
• 5 Proven Methods for Positioning Your New Product
• Intercom
• Obviously Awesome
• UI Breakfast
• How To Use Jobs To Be Done To Read Your Customer’s Mind
• Benedict Deicke
• Hotjar
• ConvertKit
• Des Traynor
• Joe Leech
• Ends by Joe McLeod
• UI Breakfast Podcast
• More Isn’t Always Better - Challenging the Growth at All Costs Mindset
• Company of One: Why Staying Small Is the Next Big Thing for Business
• Userlist Blog
• Category Creation: 4 Reasons to NEVER Do It
• Break Through the Noise in Marketing by Doing Less

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