A few thoughts on positioning in a downturn. Pay attention to what's changed for your buyers - a shift in their priorities could have a big impact on your unique value 1/
For example - in B2B most value props can be abstracted out to either "Helps increase revenue" or "Helps reduce costs." In good times the former is always a stronger value prop than the latter 2/
However, in an economic downturn, for certain customers, this logic gets turned on its head and suddenly solutions that can help reduce costs look much more relevant than ones promising to help customers grow faster 3/
Similarly a "safety" value prop might not resonate in good times, but works in times of uncertainty - i.e. I talked to a fintech startup that offers a very safe, high yield bank account. Last month "high yield" was the obvious lead value, this week "safety" is more important 4/
The key thing is that you need to be tuned into what's valuable for your customers right now. You need to be open to the idea that their priorities may have shifted and the way you position your offering might have to shift to stay aligned with them /end
