As you iterate on your product, don’t forget to iterate on your positioning and messaging.

People view "positioning" as something similar to "brand exercises" — they see it as one-and-done and are nervous about re-positioning too often.

If you're pre-product-market fit startup, this is a mistake.

You haven't found the right combination (yet), so you need test changes in:

• your target persona
• your product category
• your main capability
• the problem you solve
• the benefit you drive

You can "measure" the effects of these in common-sense ways:

1. Did people "get it" on sales calls?
2. Did you get more web conversions?
3. Did your CTR increase?

As you reflect on these changes, you may need to pivot and do a holistic re-positioning as you can see in the following example.