Customers do not want a lecture

Market positioning can be difficult for a product manager. Your product has so many features, you know the detailed spec comparisons versus all your competitors. Everything is not simple or black and white. But marketing is about making choices: who to target, with which benefits and turn that into a really simple story. And that means making decisions about what to cut out.

Designing a presentation is similar. Your story might have many angles, many background stories, an interesting history of how you got where you are, interesting perspectives on how your competitors are positioned in the market. A clear presentation has eliminated these distractions.

Remember, a marketing presentation is not a lecture about your industry, your company, or yourself but about solving your customer’s problem.