Re-Organizing the World’s Information: Why we need more Boutique Positioning at different stages of PMF

Re-Organizing the World’s Information: Why we need more Boutique Positioning at different stages of PMF

In today's information-driven world, the abundance of data and content can be overwhelming. With irrelevant filters, ad-based business models, and an unconstrained supply of information, it has become increasingly difficult for consumers to find valuable and trustworthy content. While privacy protection is important, it is not a compelling enough reason for most people to leave platforms like Google. The concept of "controlling their data" may not be seen as a selling point, especially if it means paying for something they are accustomed to getting for free.

In a world where information is infinite, simply organizing it is no longer sufficient. The focus needs to shift towards organizing the world's trustworthy information. What may have started as a well-intentioned effort to organize information has turned into a business that prioritizes monetizing clicks to support advertisers, rather than enhancing the search experience for users. This shift in focus results in ethically questionable design choices and creates significant trust gaps.

Vertical search aggregators may work well when users know exactly what they want, but this is often not the starting point. There is an opportunity to assist overwhelmed consumers with better discovery and curation along the funnel. The conversation around curation has largely centered on content, but the structure of curated content feeds is equally important. Moving away from a never-ending-now orientation and towards more goal-oriented interfaces can empower users to find the content they want on their own terms, rather than being dependent on when a curator decides to publish.

The challenge lies in the fact that there is an overwhelming amount of information being created, but very few people devoted to filtering, organizing, curating, and indexing that information. Curation sites often fall into the trap of starting with high-quality recommendations, only to scale with crowdsourcing and scraping as they grow. This transition from great to good content makes vertical search aggregators like Yelp more appealing. However, the downside to ad-driven models is that advertisers and content producers end up competing for the same attention, resulting in platforms that feel like marketing blogs.

While subscriptions can be a solution, they may not be effective if the use cases are not frequent enough. Token-based business models show promise by giving ownership to stakeholders and allowing subscribers to benefit from future upside. This approach can help startups overcome the cold start problem and create sustainable revenue streams.

The concept of positioning is crucial at different stages of product-market fit (PMF). Positioning clarifies the role and relevance of a product in a category, identifying a space it can legitimately own in the customer's mind. Early positioning work involves making choices about the product and go-to-market (GTM) strategy, rather than claiming ownership of a category peak. It is important to stay flexible and open to market input, as early positioning may require adjustments based on customer feedback.

At times, a product may have different use cases but fails to achieve broader adoption. Expansion challenges, especially for sales teams or marketing efforts in a product-led growth (PLG) model, can indicate positioning issues. Returning to the original hypothesis, vision, and mission, and considering the needs of the current persona, can help reposition the product in the market. It is crucial to remember that the wedge, which serves as an entry point to the market, should not become the market itself. Refocusing, rebuilding, and repositioning quickly can lead to better outcomes.

If a product never had a strong fit and scaled the GTM approach anyway, it is important to go back to the drawing board. Engaging with customers and prospects, understanding their needs, and making necessary adjustments can help realign the product with market demands. Similarly, if the GTM approach does not align with the product's strengths, it is essential to reassess the strategy. For instance, relying on a PLG motion for a complex product that requires assistance may not yield desired results. Throwing money at the problem through increased demand generation is not a solution. Positioning the startup first, establishing its presence in a category, and highlighting its unique perspective is critical for early-stage startups, even if they have a varied product line. The startup's vision, mission, and strategy set the stage for the products and pave the way for successful positioning.

In conclusion, the overwhelming amount of information available requires better organization and curation of trustworthy content. Vertical search aggregators may not always cater to users' initial needs, creating an opportunity for better discovery and curation. Subscription and token-based business models offer potential solutions, but positioning is crucial at different stages of PMF. Flexibility, market input, and a focus on meeting customer needs are key to successful positioning. Taking the time to understand the market, reassess the product, and align the GTM approach can lead to better outcomes.