Einride Unlocked
Einride Unlocked was a 6 month project within the Product Market Growth Team at Einride AB from March 2023 to September 2023. Together, we defined the new product positioning and segmentation for Einride's main offering, Freight Capacity as a Service (FaaS). I was personally in charge of product messaging as well as defining the overarching Go-to-Market strategy and to create an engaging presentation at the company-wide kick off to inspire and enable the organization for change.
Why Unlocked?
Product positioning is fundamental for a company because it defines how a product differentiates itself in the market, communicates its unique value, and resonates with the target audience. The case of the "Unlocked" is an example of strategic positioning and change management.
The "Unlocked" project was a transformative initiative within Einride's Product Market Growth Team, focusing on redefining the market positioning for their Freight Capacity as a Service (FaaS) offering. The six-month project, running from March to September 2023, culminated in the delivery of ten essential resources that facilitated a profound organizational change.
What did we deliver?
The assets delivered by the team, including a positioning canvas, offering taxonomy, messaging document, market segmentation, a Go-To-Market memo, sales master deck, sales two-pager, FAQs, an offering video, and an industry policy overview, were instrumental. Each asset served a strategic purpose.
The positioning canvas provided a visual representation of the market position, while the offering taxonomy clarified how may talk about the offering. The messaging document ensured consistent communication across external platforms, and the segmentation document identified the most profitable customer niches. The Go-To-Market memo outlined the strategy for reaching the market, complemented by the sales master deck and two-pager that equipped the sales team with compelling sales arguments. FAQs addressed potential customer objections in the sales process and the new offering video engaged customers emotionally.
What did I contribute with?
My personal contributions were pivotal for the success of Unlocked. I led the product messaging, defined the Go-To-Market strategy, and created an engaging presentation for the company-wide kick-off. This inspired and equipped the organization for change.
What did I learn from this project?
From this experience, I learned that positioning is more than a marketing exercise; it is the foundation for all strategic decisions. It requires understanding the competitive landscape, customer needs, and the unique strengths of the product. It's about finding the sweet spot where the product's capabilities align with market opportunities.
Working with change management, I realized the importance of aligning the team around a shared vision. Change is not just about new tools or processes; it’s about people adopting and adapting to a new mindset. It requires clear communication, continuous education, and empowering employees to take ownership of the change process by providing them with the information and assets they need to adopt the change.
Big shout-out to Aprl Dunford. Her books on product positioning and sales strategy were instrumental in getting this project over the finnish line!
A big surprise
This project came with a nice surprise: After delivering the keynote on stage for the 500 employees of Einrde, I was awarded with the Einride Hero award - an award honoring those who encompass the Einride values. Honestly, when my name was called, I was utterly shocked. 😄 Huge thanks to Emma Gavala for the nomination and the Einride Committee for this heartwarming recognition. I'm genuinely humbled and thrilled to be part of such an exceptionally talented, ambitious team of extraordinary individuals.Einride's mission is nothing short of groundbreaking, and I'm incredibly proud to contribute my skills and passion to this amazing cause.
NOMINATION:
“Humble yet confident is the embodiment of this nominee’s personality. He has a stunning background before joining Einride, making him always able to see the big picture, empathise (for real) with the company’s challenges and being down to earth and hands-on in suggesting solutions. His input is first-class leadership-level and his output is concrete and tangible. Little talk, much action. His work is so valuable for the organisation, often concealed behind larger deliverables that can’t be directly traced to him. And yet, he is always so humble, never boasting, never caring for appearances, always pushing for essence.It’s rare to find anyone with such ability to put all the pieces of the puzzle together and then act upon the picture he sees with clear actions. His presentations of concepts he is putting forward, are just like we hired McKinsey to do this for us. He is the person in the room who constantly acknowledges ‘I could be wrong’ but brings up points with confidence and evidence why he suggests something, open to the possibility of changing his point of view through fruitful dialogue. He does not just have great leadership skills but also high EQ, care and humility - a combination that is rare. Great to have Jonas Hermann here at Einride!”
