You're refining your product positioning. How do you address stakeholder concerns about potential risks?
As a product marketer, you're constantly refining your product positioning to stay competitive and relevant. However, this process can sometimes raise concerns among stakeholders, especially regarding potential risks. Addressing these concerns is crucial for maintaining trust and ensuring that your product continues to thrive in the market.
When refining your product positioning, start by understanding the potential risks from a stakeholder's perspective. This involves identifying any factors that could negatively impact the product's success or lead to a misalignment with market expectations. Engage with stakeholders through meetings or surveys to gather their insights and concerns. By acknowledging these risks upfront, you can develop strategies to mitigate them, thereby reinforcing stakeholder confidence in the product's direction and your ability to manage challenges.
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Kayla Lafi
Product Marketing Manager | LinkedIn Top PMM Voice | AI Automation | Full Stack Marketing | Strategy, Positioning, & Messaging
Ask clarifying questions to the stakeholders about their concern for risk. Analyze the risks they propose and consider them within your thinking through of the positioning.
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Marilia Manfrin
Marketing Manager | Global Brand Lead | Strategy | Innovation | Branding | Mentor | Tarsila’s Mother
Estratégia realista onde contemple os objetivos, principais ações, prazos, custos e riscos envolvidos. Isso deve ser contemplado e compartilhado com todos os stakeholders desde o momento inicial.
Clear communication is key when addressing stakeholder concerns. Make sure to articulate the rationale behind the new positioning, how it aligns with the overall business strategy, and the anticipated benefits. Explain the process you'll use to monitor and respond to market reactions, and be transparent about any uncertainties. This level of openness helps build trust and demonstrates that you're not only aware of potential risks but are also proactive in managing them.
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Marilia Manfrin
Marketing Manager | Global Brand Lead | Strategy | Innovation | Branding | Mentor | Tarsila’s Mother
Comunicação clara envolve mostrar os trade-offs que serão feitos naquele projeto. TUDO NÃO TERÁS. Diante das decisões estratégicas e deixando os objetivos principais claros e visíveis sempre, será mais fácil monitorar e responder ao mercado.
Involving stakeholders in the product positioning process can significantly ease their concerns. Invite them to participate in brainstorming sessions and provide feedback on positioning statements or marketing materials. This collaborative approach not only taps into diverse perspectives but also gives stakeholders a sense of ownership in the product's success, which can alleviate fears about potential risks.
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Raveen Subasinghe
Digitally transforming organizations, one paper at a time.
Involve key stakeholders early in the process to ensure their input is considered. Organize workshops, meetings, or focus groups to gather their feedback and incorporate their insights. This involvement fosters a sense of ownership and reduces resistance.
To mitigate stakeholder concerns, develop a risk management plan that outlines potential scenarios and corresponding actions. This plan should address both short-term and long-term risks, with clear steps for monitoring market feedback and adjusting the positioning as needed. By having a structured approach to risk mitigation, stakeholders can feel assured that you're prepared to handle any challenges that may arise.
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Marilia Manfrin
Marketing Manager | Global Brand Lead | Strategy | Innovation | Branding | Mentor | Tarsila’s Mother
No plano de gerenciamento de riscos, devem ser incluidos também as respostas diante das situações que possam acontecer. Como a empresa se manisfestará diante de problemáticas? Cada estratégia, cada lançamento é uma aposta da empresa! Uma aposta que muito estudada e elaborada por especialistas que reduzem ese risco. Mas mesmo assim, é uma aposta. Mostrar preparação, organização, e estar ciente de que problemas acontecerão, deixa as coisas mais tranquilas para o aprendizado e ajuste de rota.
Providing assurance means demonstrating your commitment to the product's success and the well-being of the company. Share past successes and lessons learned from previous positioning efforts to illustrate your expertise and capability in navigating market changes. Offer regular updates on the product's performance and any adjustments made in response to market feedback, which will reassure stakeholders that their concerns are being taken seriously.
Finally, plan for continuous feedback from stakeholders throughout the product positioning process. Establish regular check-ins to discuss progress, market reactions, and any necessary pivots. This ongoing dialogue ensures that stakeholders remain informed and involved, reducing the likelihood of surprise or resistance to changes. It also provides an opportunity for you to address any new concerns promptly, maintaining a positive and proactive relationship with all stakeholders involved.
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