Positioning for practitioners vs analysts

When I’m talking with a client’s customers before a workshop, I always ask how they would describe the product or project to someone else. We are invariably talking about a technical product, so there’s often a pause… “it depends on who I’m talking to.”

Usually there’s one answer for other practitioners and one answer for other people in the industry. So who matters most?

This question is related to the question of positioning for users vs buyers. But easier.

Analysts and tech journalists aren’t your users or your buyers. When thinking about how you describe your product or OSS, analysts and tech journalists are not your primary audience. Your users and buyers are. (Not sure if you should position for users or buyers? I did a webinar on that).

In other words, position for practitioners, not for Gartner.

Also: this is why you should not let Gartner do your positioning for you.

If you’re unsure how your customers would describe your product, regardless of whether they’re talking to practitioners or analysts, reach out to see if I can help.