tl;dr version - Desktop DB product. She called customers, found most were not using, one was and was crazy about the product. Product "repositioned" around that

tl;dr version - Desktop DB product. She called customers, found most were not using, one was and was crazy about the product. Product "repositioned" around that use case. End of story. I am sure there is a lot more to Dunford's book that this article reveals but IMHO product positioning is the wrong takeaway. Product positioning, which sounds management consultancy speak like "product strategy" is top-down. Implies near perfect knowledge of the marketplace, customer use cases, existing alternatives..... Anti-thetical, if not opposite, to the Lean Startup method. Lean implies you have incomplete information but you map out the profitable niches by experimentation. You want to build that which is needed, not build and position it later. Recommend Robert Fitzpatrick's Mom test instead. http://momtestbook.com/ http://momtestbook.com/. He also has an youtube channel.