{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast","title":"[REPLAY] 10 Steps to Reposition Your Product When Your Customers Don’t “Get it”","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/87eb8cb9\"></iframe>","width":"100%","height":180,"duration":3590,"description":"What do you do if your customers just don't \"get\" your product?\nMy guest today is Jane Portman, UI design expert, and co-founder of Userlis.\nWe 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.\nFrom recruiting customers, to running customer interviews, and discovering the patterns and themes amongst qualitative data.\nTopics covered:\nWhy Userlist changed their product positioning\nThe steps Jane took to start improving their product positioning\nHow Jane scheduled customer interviews\nThe customer research questions that led to the best insights\nWhy understanding your product’s “true competitive alternative” is important, and how to find them\nHow to figure out positioning internally\nThe difference between “attributes” and “features”\nHow to cluster attributes and features into “themes”\nUsing card sorting exercise as a product positioning\nThe biggest mistake Jane made when she tried to launch her previous products\nResources mentioned:\nUserlist\n5 Proven Methods for Positioning Your New Product\nIntercom\nObviously Awesome\nUI Breakfast\nHow To Use Jobs To Be Done To Read Your Customer’s Mind\nBenedict Deicke\nHotjar\nConvertKit\nDes Traynor\nJoe Leech\nEnds by Joe McLeod\nUI Breakfast Podcast\nMore Isn’t Always Better - Challenging the Growth at All Costs Mindset\nCompany of One: Why Staying Small Is the Next Big Thing for Business\nUserlist Blog\nCategory Creation: 4 Reasons to NEVER Do It\nBreak Through the Noise in Marketing by Doing Less","thumbnail_url":"https://img.transistorcdn.com/tErK_MMK-L6psKsv8Q2vwohzj73RLm3YvZmMK-IJ5Xk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM3NTE0LzE3MDg2/ODAyNDEtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}