When you equip your sales team and other departments with a complete understanding of who you have built something for, why they would want it, and the pain points that you’ll solve for that audience, it’s easier to connect with buyers and demonstrate that your solution is the right one. That’s the power of product positioning. In this podcast, Pragmatic Marketing instructor Rich Nutinsky explains the power of product positioning and why it should be done before gaining executive approval for a product or feature. He also explains why product positioning should be treated as an internal deliverable that everyone in product management and product marketing is capable of doing. Plus, he shares how one senior executive used positioning messages—instead of leading with features and functions—to achieve the most successful product launch in his company’s history.