Positioning is NOT marketing. I learned this the hard way at Google.
We were scaling Enterprise Software when someone handed me April Dunford’s book. I expected clever marketing tricks.
Instead, it rewired how I thought about building products.
I brought her in for a workshop. Within months, product, sales, marketing, support, and engineering were all playing from the same playbook.
I share the full story in my blog [link in comments].
TL;DR: Get positioning wrong and no amount of marketing will save you. Nail it, and everything else—product, sales, marketing—falls into place.