Gartner Research

Perfect Pitch: Four Elements of a Winning Positioning Statement for Your Product Launch (or IPO)

Published: 07 August 2015

ID: G00279860

Analyst(s): Martin Kihn


Digital marketers launching a new product or service must craft a compelling "story" to capture the imagination of customers, investors and media. This research analyzes the pitches of top- and bottom-performing startups to unlock four secrets of the winners.

Table Of Contents


  • No. 1: Make the Context Clear in Seven Words
  • No. 2: Imply a Serious Problem in the World
  • No. 3: Say What You Do as an Action Verb
  • No. 4: Avoid the Terrible Trio: Questions, Clich├ęs and Unearned Brags
  • Bonus No. 5: After the First 140 Characters
  • What to Do Next

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