Introduction | 3min snip from Positioning with April Dunford

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Using Trends To Enhance Your Positioning

Positioning with April Dunford

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CHAPTER

Introduction

This chapter introduces the concept of trends and explains the difference between markets and trends in technology. The hosts use blockchain as an example of a trend that can be applied to different types of solutions.

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Every business wants to cash in on the latest trend, and for good reason. Trends can be powerful tools to enhance your positioning. However, it's crucial to recognize that not all trends are a universal fit for every company. Blindly adopting trends without thoughtful messaging can lead to disastrous outcomes for your business.

Today, I’m diving deep into the world of trends. You’ll learn the following:

The difference between markets and trends
How trends can be layered on top of your differentiated value
Why it’s a risky move to chase trends that aren't relevant to your business
Real-world examples of companies incorporating trends, both successfully and poorly
An overview of AI technology and how to address it in your business

Thanks for listening!

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If You Want To Skip Ahead:

(00:27) Information about Sales Pitch and a reader’s review

(01:19) The difference between markets and trends

(04:34) How and when to layer trends on top of your differentiated value

(06:36) The three circle mental model of product, market, and trend

(07:38) How Redgate Software took advantage of the DevOps trend

(09:50) Trends don’t always align with your product (and why you shouldn’t force them to)

(13:41) Long Island Blockchain: an example of a company latching onto an unrelated trend

(16:39) An overview of AI technology

(18:28) The right way to address AI if it is relevant to your business and customers