I fancy myself a matchmaker.

There’s nothing I love more than pairing up two people who need to meet.

Someone looking for a new role? I have ideas. A PMM stuck on team design? I know exactly who they should talk to. Two Campers who share the same weird niche obsession (errr Survivor)? Match made in heaven.

But here’s something I’ve noticed: some people are way easier to refer than others.

If a Camper says, “I’m looking for a Director of PMM role,” my brain kind of freezes. That could mean anything. But if they say, “I’m looking for an inbound-focused PMM role in a PLG org,” I know exactly who to introduce them to.

The difference? Their personal positioning. I always say, if it isn’t repeatable, it isn’t working.

In today’s edition, we’re going to explore how to create personal positioning that makes you easy to advocate for.

If it isn’t repeatable, it isn’t working

Most PMMs are already good at telling stories about their work. But when it comes to telling the story of who they are as a product marketer, things get fuzzy. I hear things like:

• “I’m a strategic generalist.”

• “I’ve done a little bit of everything.”

• “I’m really cross-functional.”

None of those are wrong, but they’re not specific enough to stick. And they’re definitely not helpful if someone wants to refer you. Strong personal positioning should:

• Capture what you’re great at

• Reflect what you want to be doing

• Make it easy for others to advocate for you

It’s about giving people high clarity, so when the right opportunity comes up, they think of you immediately.

What makes positioning powerful

Let’s zoom out. Think about what makes great product positioning work:

• It speaks to the right audience

• It makes a clear promise

• It differentiates from alternatives

• It triggers a sense of recognition or resonance

Your personal positioning should do the same.

Vague positioning creates vague results. And generic positioning often leads to the wrong opportunities, or no opportunities at all.

On the flip side, specific, intentional positioning leads to alignment:

• You attract opportunities you’re actually excited about

• You build a reputation around your real strengths

• You make it easy for others to remember, repeat, and refer you

If you want to be seen as a strategic hire — or as an expert in your niche — you have to design the frame.

My personal positioning framework

This is the exact framework I’ve walked 900+ PMMs through to clarify their unique value. It’s designed to help you connect the dots between what you’re good at, what you want to be doing, and which type of organization would appreciate that value.

At a glance, it might look like just a fill-in-the-blank worksheet. But this structure forces clarity:

• I Am — the category that anchors perception

• I Help — the people or teams you most love to support

• By — the skillset or strength you lead with

• For — the outcome or result you consistently deliver

• Who — the context or environment where you do your best work

• Reasons to Believe — proof points that back it all up (past wins, unique POV, reputation)

Each layer builds on the next, from identity to impact. And when it’s all filled in, you’ve got a crystal-clear snapshot of your unique value.

A simple test

If you’re not sure how strong your personal positioning is, try this simple test: Imagine a former coworker is introducing you to a hiring manager. What would they say?

Would they describe you in a way that highlights your unique value? Would it be immediately clear if you’re a fit for the role?

If not, there’s your sign.

Your network can’t open doors for you if they don’t know what rooms you want to be in.

One final note 👇🏻

I sunset the Personal Positioning mini course this framework came from because I’ve got something even better in the works. But on Tuesday, I’m sending out the free workbook one last time. If this framework hit home, check your inbox — you won’t want to miss it. Tuesday’s email will be your last chance to grab it.

CAMPER ESSENTIALS

📚 Reading List: I went deeper on this personal positioning framework in edition 56 of PMM Camp. Give it a read to get the full breakdown and an example of my own positioning statement.

🥂 Celebration: May I interest you in a visit to Domaine Carneros in Napa? Just got back from a weekend of wine sipping and this vineyard stood out the most. Your girl loves her champagne (yes, yes, I know, it’s not real champagne).

Don’t forget to look for me in your inbox Tuesday!