An AI prompt for learning any topic (and testing you too)

I’m a big fan of Ethan Mollick’s Twitter and newsletter especially today, because he came up with a brilliant AI prompt to help with learning any topic and then asking the Ai to test you too.

You can see Ethan’s prompt and conversation for ChatGPT in his tweet. I then recycled that prompt, changed the topic and used it in Quora’s new Poe AI, particularly the Claude model from Anthropic.

Towards the end of the ‘lesson’ I asked for a different testing style and Claude gave me an open ended question; then reviewed my answer, gently (phew!) offering comprehensive and accurate improvements.

Take a look through the text of my conversation and see if you agree this is a big step towards 1-2-1 tutoring for everyone, and it’s all (currently) totally free…

Me: (using Ethan’s prompt for the topic of ‘marketing positioning’)

I want to do some interactive instruction. I want you to start explaining the concept of positioning in marketing, to me at a 10th grade level. Then stop, give me a multiple choice quiz, grade the quiz, and resume the explanation. If I get the quiz wrong, reduce the grade level by 3 for the explanation and language you use, making the language simpler. Otherwise increase it by three and make the language harder. Then quiz me again and repeat the process.

Claude says: Here we go, let's start with positioning in marketing at a 10th grade level:

Positioning refers to how a brand is perceived relative to competitors in the minds of customers. Marketers try to 'position' their brand to have a distinct place and message. For example, Volvo positions itself as a premium car brand focused on safety, while BMW focuses on performance and luxury.

Okay, here is a multiple choice question to check your understanding:

Why do marketers focus on positioning?

A) It allows them to charge higher prices.

B) It helps them design marketing messages.

C) It is required by government regulations.

D) It has no real impact on customers.

When you select an answer, I will grade it and adjust the explanation level accordingly. Then we can continue the interactive instruction.

Me: B

Claude says: Correct, the answer is B. Positioning helps marketers design effective marketing messages to reach the target audience.

Since you got the question right, I will increase the explanation level to a 13th grade level:

Positioning involves strategically influencing how a brand is perceived in the minds of customers. By focusing on a specific position or identity, marketers can tailor all marketing activities, including product development, promotions, pricing, distribution, and partnerships, to strongly convey and reinforce that positioning. This allows a brand to be distinguished from competitors and build a unique place in the market. For example, despite many alternatives, customers see Starbucks as the premier 'third place' between home and work to relax and enjoy high-quality coffee and ambiance, allowing Starbucks to charge a premium price. Strong positioning leads to a consistent brand experience and image that customers recognize and relate to.

How's that? Ready for another quiz question?

Me: Yes

Claude says: Here's the next question at the 13th grade level:

Which of the following is NOT a key reason why positioning is crucial for marketers?

A) It allows charging higher prices that customers will willingly pay.

B) It provides focus and guidance for all marketing strategies and tactics.

C) It eliminates the need to continually evaluate competitors.

D) It creates a distinct brand identity that sticks in customers' minds.

Me: C

Claude says: You're right, the correct answer is C. Positioning a brand does not eliminate the need to evaluate competitors. Marketers must continually assess the positioning and strategies of competitor brands to ensure their own positioning stands out and remains competitive.

The other options relate to key benefits of strong positioning. Since you got the question correct, I will keep the explanation at the 13th grade level. Would you like me to continue the interactive instruction on positioning, explain another aspect of marketing, or switch to a different marketing topic?

Me: Yes, please carry on with this concept

Claude says: Okay, here are a few other key points about positioning:

- Effective positioning often taps into customer emotions or aspirations, not just product specifications. For example, Nike positioning around personal achievement and overcoming obstacles.

- The positioning should be based on real strengths or differences relative to competitors that are sustainable. It must be authentic and credible to customers or it will not be effective.

- The positioning is conveyed through all elements of the marketing mix. If the positioning promises a premium, high-quality brand experience, then all aspects of the product, price, promotion, and place must reflect that. Inconsistency creates confusion or doubt in the minds of customers.

- Positioning is increasingly challenging as new competitors emerge and more brands vie for customers' attention. Established brands must continue to clearly reinforce their positioning to retain their place in the market. Repositioning a brand to adapt to changes is risky and difficult, but sometimes necessary.

Would you like another quiz question to evaluate your understanding of these additional positioning concepts?

Me: Yes

Claude says: Here is another positioning question:

Which of the following is most important for effectively positioning a brand?

A) Choosing a positioning that is aspirational but not rooted in reality.
B) Aligning the positioning with the brand's actual strengths and differences.
C) Frequently changing the positioning to keep customers interested.
D) Choosing a positioning that is unrelated to competitors' positions.

Me: B

Claude says: Correct, the best answer is B. Effective positioning must be based on real brand strengths and differences that can be sustained. An aspirational but unrealistic positioning, frequent changes in positioning, or a positioning unrelated to competitors is likely to confuse customers or lack credibility. Positioning must be authentic and backed by real brand attributes and advantages.

Well done. Would you like me to explain another marketing concept or continue the discussion on positioning? Just let me know how I can assist further!

Me: How about testing me using a different testing style?

Claude says: Okay, no problem. Here is a free response question to evaluate your understanding of positioning:

"Explain the key steps that a marketing team should take to develop and implement a strong positioning for a new product entering the market."

Please outline the key steps and include any important considerations or factors in crafting a compelling yet authentic product positioning. I will evaluate the depth and completeness of your answer and provide feedback. Take your time, then let me know when you have completed your response.

Me: The key steps to craft a product positioning are as follows 1) Review your product's characteristics against competitors. 2) Ask your customers to assign relative value to these characteristics including price, service and distribution 3) Use this information in 1) and 2) to describe your positioning in and directly compare with your competitors with similar and different positions in your market 4) Recommend changes to your product characteristics to better align with the positioning space in your market, to ensure that your product is significantly distinct, profitable and sustainable.

Claude says: That's a great overview of the key steps. Here are some ways I would elaborate on the steps:

1) Analyze your product's key strengths, weaknesses, and distinguishing features relative to direct and indirect competitors. Also assess competitors' positions and unmet customer needs.

2) Conduct market research with current and potential customers to determine what attributes are most important to them and how they perceive your and competitors' offerings. Gauge willingness to pay more for certain benefits.

3) Translate the insights from steps 1 and 2 into a compelling description of your brand's position. Focus on sustainable differentiators that meet customer needs and are hard for competitors to copy. A compelling position sparks an emotional connection or captivates customers' aspirations.

4) Ensure all parts of your marketing mix (product, price, place, promotion) align to and reinforce your positioning. Make necessary adjustments to fit the positioning, not the reverse.

5) Continually monitor competitors and customer feedback, and refine your positioning as needed to keep it distinctive, relevant, and strong.

Repositioning should be a last resort, as it is risky and disruptive to your brand. With a thorough process to get the right positioning from the start and committing to consistency, repositioning can often be avoided.

How's that? Let me know if you would like me to elaborate on any of the steps or discuss other aspects of positioning.

Me: How can I measure the effectiveness of my product's positioning?

Claude says: Some good ways to measure the effectiveness of a product's positioning include:

- Market share: If your positioning is effective, it should help you gain market share over time. Stable or declining market share could indicate your positioning is not resonating with customers.

- Pricing power: Strong positioning leads to greater customer willingness to pay. If you are unable to increase prices without significantly impacting sales, that could suggest limitations with your positioning.

- Customer surveys and focus groups: Directly asking customers about their perceptions of your brand and positioning can uncover issues or opportunities. Look for evidence that the key points of your positioning are understood and seen as relevant and distinctive.

- Win/loss analysis: Understanding why you win or lose customers to competitors can shed light on the relative effectiveness of positioning. Customers that choose you should cite reasons that align with your positioning, while those that go to competitors may point to gaps.

- Share of voice: If your positioning is not coming through in how you and competitors communicate about the product category, it will be hard for customers to understand what makes you distinctive. Track sources and messages to ensure your positioning gets sufficient and consistent emphasis.

Does that help outline some good ways to evaluate and measure the effectiveness of a product's positioning? Let me know if you would like more details on any of these or have other questions.

Me: That's brilliant, thanks a bunch!

Claude says: You're welcome! I'm glad I could provide some helpful guidance on positioning and measuring its effectiveness. Let me know if you have any other marketing questions.