How Do You Know if You Have a Positioning Problem?

3min Snip

00:00

Play full episode

Summary

Transcript

Episode notes

weak positioning kind of gets you all the way across the pipe line. You can only tell they look bad by comparing them to your own metrics. It's really hard to measure if the positionin isn't working or not. Sometimes what you'll get is, the even worse one, is customer thinks they know exactly what you are but you ain't that.

April Dunford is the author of the best-selling book Obviously Awesome, a definitive guide to product positioning. She spent 25 years leading marketing, product, and sales teams and now runs her own consulting firm, helping companies of all shapes and sizes nail their positioning. April has worked hands-on with over 200 companies on positioning, including Google, IBM, Postman, and Epic Games.

In today’s episode, you’ll learn:

1. How does April define positioning?

2. How do you assess if your product’s positioning is weak? And strong?

3. What are some examples of great products with weak positioning?

4. What are the essential five steps to figuring out your product’s positioning?

5. What is the difference between positioning vs. messaging vs. branding?

6. What’s the difference between segmentation and persona?

7. When should you bring in a professional?

8. Is it essential for a company to always figure out a differentiator and be different?

9. How does this concept help you nail sales for enterprise software?

Where to find April:

Website: https://aprildunford.com