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S3 Episode 1: Setting the Record Straight on Positioning and Messaging with April Dunford, Emma Stratton, and Peep Laja
The Marchitect
The Importance of Value
We start with capabilities, like that's capabilities of the product, but it's also capabilities of the company. So we list differentiated capabilities and then we can go down that list and map it to value. For each of those capabilities, we're like, so what? You got this feature. So what? You've got 1000 case studies? So what? Why do I care? Right? And not only that, we can have 1000 points of value because nobody could remember that. That gets me my characteristics of a best fit customer. And then lastly, I have market category. Once I have that, then I can say, okay, I can go sell this thing to anybody that
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