«Return to Blog List A Tribute to the PPD
I have to admit I’m impressed. A client provided a detailed PPD – Product Positioning Document – for a project. I rarely see such organized documentation.
The PPD doesn’t get nearly as much credit as it deserves. It answers all the questions I would typically ask my client about a product in order to start success stories or case studies:
- A description of the product
- The market situation
- Audience – types of industries and types of individuals
- Value proposition
- Pain points
- Competitive overview
Such rich information! This way, I don’t have to track down my busy contacts on the phone before getting started on customer stories. Plus, when everyone works off the same doc, there’s consistency all around.
When I’m ready to interview a customer, I know what type of information I’m after to ensure the story matches up with my client’s goals.
Once created, the PPD saves time for all. If you’re an organization, try to provide this information to your case study writer. If you’re a writer, try to get these details out of your contacts.