Positioning

I spent 4 hours rewriting RadKits’ landing page before my cofounder’s conference. My first draft positioned us as a workflow optimization tool that would “standardize” radiology templates and “increase quality”—language that would have alienated our actual users. My cofounder (who is a radiologist): “This sounds like you’re taking away their autonomy and disparaging their work. They’ll hate that.” He was right. Here’s what I learned about positioning a product for two audiences. ...