Every product marketer knows the importance of strong positioning. But we've also felt how everyone around the company has an opinion about the best way to position your product. It can feel impossible to wrangle all these opinions into something concise and memorable. How can PMMs define positioning that everyone from execs to sales reps will actually stick with? What does the process of developing positioning actually look like? Who should be involved? How long does it take? Is it really worth it? Alex McDonnell, Director of Product Marketing at Airtable, will share the story of how he developed Airtable's latest product positioning with a process that was collaborative and participatory, but not done "by committee." You'll walk away with practical advice on how to shape product positioning that your entire company will get behind.