Join me for our first episode, where I share how a simple shift in positioning saved a product from failure, igniting my passion for positioning. I’ll explore Clayton Christensen's Jobs To Be Done Framework and how it revolutionized my approach. I'll walk you through my 5-step methodology and outline exactly how I got here. I'll also reveal why the methodology alone isn't enough to nail your positioning and what you can expect more of on this podcast.
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In This Episode, I Cover:
(00:00) Welcome early adopters!
(00:50) A story about the first product I ever worked on, Watcom SQL
(09:11) How a shift in positioning saved Watcom’s product
(09:57) What I learned as VP of Marketing
(12:02) The positioning statement
(14:18) How I approached positioning as a multi-year engineering problem
(14:42) The 5 pieces of positioning
(15:31) How to solve for the best answer
(17:19) How I got started (and why you shouldn’t approach positioning this way)
(19:11) Clayton Christensen’s Jobs-To-Be-Done Framework
(20:03) The famous milkshake story and what it taught me
(22:26) The steps to nail your product positioning
(24:09) Why this methodology won’t take you all the way there
(25:39) Feedback and thanks
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Where To Find Me:
Podcast Website: https://www.positioning.show/
Personal Website: https://www.aprildunford.com/
LinkedIn: https://www.linkedin.com/in/aprildunford/
Instagram: https://www.instagram.com/aprildunford/
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Referenced:
Crossing the Chasm: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986
Competing Against Luck: https://www.amazon.com/Competing-Against-Luck-Innovation-Customer/dp/0062435612
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Production and marketing by https://penname.co/
