How Long Should It Take to Do a Positioning Exercise?

4min Snip

00:00

Play full episode

Summary

Transcript

Episode notes

The positioning exercise is a series of sessions spread out over a week. You're not done until everybody thinks what we've come up with is good. So it sounds like you work mostly with larger companies and later stage companies. But i do get calls from companies that are super early stage, and where i don't think hey're ready to actually really well. And in general, they're not ready to really over tighten their positioning.

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