SlideShare a Scribd company logo
Position, Position, Position
Ryan Singer
Product Strategy, Basecamp
“Candy bar”
Supply POV
“Candy bar”
Supply POV Demand POV
“Candy bar”
Supply POV Demand POV
Which situation do we
want to solve?
Demand side
Which situation do we
want to solve?
Demand side
Size

Profitability

Business model

Competitors
Which situation do we
want to solve?
Demand side
Which product attributes do
we have to get right?
Supply side
Which situation do we
want to solve?
Demand side
Which product attributes do
we have to get right?
Supply side
Which situation do we
want to solve?
Demand side
Which product attributes do
we have to get right?
Supply side
Instant Take time
Which situation do we
want to solve?
Demand side
Which product attributes do
we have to get right?
Supply side
Instant Take time
Public Private
Which situation do we
want to solve?
Demand side
Which product attributes do
we have to get right?
Supply side
Instant Take time
Public Private
Increase
energy
Lower
energy
2004
“Project management” “Team communication”
“Group productivity”
?
“Project management” “Team communication”
“Group productivity”
?
Email,
spreadsheets,
meetings
Business grew
Email,
spreadsheets,
meetings
We can’t keep track,
we’re going to break
Business grew
Email,
spreadsheets,
meetings
Know what’s going on
We can’t keep track,
we’re going to break
Business grew
Email,
spreadsheets,
meetings
Know what’s going on
We can’t keep track,
we’re going to break
Business grew
Email,
spreadsheets,
meetings
2018
Us Them
Us
More about Less about
Them
Additional
control
Us Them
More about Less about
Fewer options
(bottom up adoption)
Additional
control
Us Them
More about Less about
Fewer options
(bottom up adoption)
Additional
control
Increased
communication
Us Them
More about Less about
Fewer options
(bottom up adoption)
Additional
control
Less communication
(more structure)
Increased
communication
Us Them
More about Less about
Fewer options
(bottom up adoption)
Additional
control
Collaborating
on source files
Less communication
(more structure)
Increased
communication
Us Them
More about Less about
Fewer options
(bottom up adoption)
Share for feedback
(flat files)
Additional
control
Collaborating
on source files
Less communication
(more structure)
Increased
communication
Us Them
More about Less about
Supply POV Demand POV
No inherent value
to customers

Misleading
comparisons
Situation through time
that defines what is
valuable

Defines competition
Position and Fit
What should we do
and NOT do on the
supply side to fit the
demand in the
position we want
Bob Moesta demandthinking.com @rjs
Signal vs. Noise: “Position, Position, Position!”
For more…

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