Product Marketing · February 26, 2026 · 8 min read
How to run a positioning workshop: the PMM's step-by-step playbook
Most positioning workshops end in a truce. Everyone trades away the claim they cared about, nobody's wrong, and the company comes out undifferentiated. That happens when nobody brings evidence, so opinion becomes the only currency in the room and the loudest holder sets the rate. The fix is the two weeks before the session. Stakeholder interviews in verbatim language, a competitor map built from competitors' own words, and win/loss read honestly. Then the room's job gets small. Admit the evidence, keep the claims that survive being checked, draft the statement live, and pressure test it before anyone leaves.