Product Strategy and Positioning Strategy are two sides of the same coin 🪙

↳ make sure they aren't fighting with each other! 🥊

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Every decision you make in your product strategy should also strengthen your positioning in the market (and minds of customers).

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Example 1: Spotify ✅

When Spotify added podcasts, it was a natural progression from music.

It helped cement Spotify as the best platform for audio-related content.

The recent addition of audiobooks made this positioning even clearer.

While their podcasts also have a video component, it's not what they LEAD with

→ if they led with video, it would position them against platforms like YouTube (where they likely would lose).

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Example 2: Netflix ❌

When Netflix expanded beyond sharing existing content and ventured into original features, it helped cement their positioning as a place for great video-focused content (i.e. shows, movies, documentaries, etc.)

As competition increased from HBO, Hulu, Apple TV, etc., they added Netflix games — a suite of a mobile phone games.

This makes their positioning very confusing for customers.

And confusing positioning = very low customer engagement.

(TechCrunch reported less than 1% of subscribers want to play the games).

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Powerful product strategy and effective positioning need to go hand-in-hand 🤝