How to Position Your Business Effectively

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I think it would be absolutely insane for an outside person to come in and tell companies how they should position. So instead, what I'm coming with is a methodology and the experience in having done this 200 times. And if we have salespeople, we know who else ends up on a short list against us. In order to win a deal, we have to beat status quo. That's our anchor. We fill that fill a whiteboard full of that stuff. Then we can go down that list and translate those capabilities to value. It comes from somewhere and it comes from our differentiated capabilities.

Season 2 of the Productea, product-led growth! April is an expert in positioning and she graced me with her presence to talk about it. Turns out we are quite fun together and spilling the tea with her was incredibly fun. She even managed to interrupt me at times.

“Creating a safety net for me messing up unlocked me”

What an incredible time and learnings she shared in her typical direct way.

Timestamps:

0:00 April’s Introduction

02:30 What do people get wrong about you April?

04:15 April’s path to consulting and being empowered because of choice

07:20 April interviewing Leah. What has changed in the last 2 decades in our industry

09:30 How startups used to be built in the past vs. today

12:00 The effect of venture capital being everywhere

14:30 Positioning vs Messaging

18:30 The fear of having to “decide” to serve certain customers and how to get around it

25:50 Hacks vs. scaleable, repeatable tactics