Positioning & Product Narratives
About the workshop
Here's a pattern most product teams know well: you ship something real and then struggle to explain it in a way that makes people immediately get it. The demo, the sales page, the pitch, they’re all slightly different, and the words don’t cut through.
Well, the words aren’t the actual problem, contrary to popular belief. The problem is upstream: in how precisely you've defined who you're building for, what's actually happening in their world when they go looking for something like yours, and what you're claiming that no one else can credibly claim.
This workshop works through that logic from the beginning. You'll learn to distinguish ICP from persona (they're not the same thing), identify the trigger moment that puts someone in the market, and build from there: real pains, real benefits, defensible differentiation, and a narrative that gives your messaging solid ground.
We work on a shared case study together, so the learning comes from the room, not just from slides.
Duration & format: 3h, online
After this workshop, you will:
Know the difference between positioning, narrative, messaging, and copy, and why conflating them costs you
Know how to get from ICP situation → trigger → pain → benefit → differentiation, in that order
Have a reusable framework you can bring back to your team
This workshop is ideal for:
Product Managers working on positioning or launch strategy
Product Marketers at any stage
Founders who are writing their own messaging
Anyone who has ever spent 3 hours debating a tagline and left more confused than when they started
About the trainer(s)
Alice Teodorescu is a 3x Founding PMM with a PhD in Communications Sciences, 8+ years building GTM infrastructure for B2B tech companies, including cybersecurity, and 17+ years designing narratives that sell. She thinks most positioning is broken at the ICP layer, and she will probably say this several times during the workshop.
Bonus for participants:
All used templates and frameworks will be made available after the workshop.