Today’s episode is all about how to position startups and big companies. While there is some overlap, the two can be very different. I cover a lot of ground, including:
- The three things startups need to focus on for positioning
- Why half of B2B purchase decisions end in no decision
- How not to mistake marketing problems as positioning problems
- Determining when a positioning shift is needed for a big company
- Why the size of a company can complicate positioning
- The difference between company, division, and product positioning
- How to handle positioning when an acquisition occurs
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If you want to skip ahead:
(00:00) Welcome to today’s show!
(01:32) How to position for startups
(05:43) Startups must try this
(07:55) Investor pitch creep
(10:00) Marketing vs positioning problems
(13:25) Category creation for startups
(15:00) How to position for big companies
(19:20) Umbrella, division, and product positioning
(23:20) Positioning after an acquisition
(25:10) What isn’t different between the two
(26:50) A big announcement
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Where To Find April Dunford:
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/
Twitter: https://twitter.com/aprildunford
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Production and marketing by https://penname.co/
