It's frustrating to see the widespread misuse of business terminology in the corporate world. Terms such as strategy, positioning, and vision are frequently interchanged or confused. Today, I'll clarify these terms, discussing when and how to use them. I’ll share with you:
- The difference between strategy, vision, and positioning
- Pitching to investors vs. pitching to potential customers
- The importance of adapting positioning
- An explanation of Geoffrey Moore’s “bowling pin” strategy
- Examples of implementing the “bowling pin” strategy earlier in my career
- Why you don’t need a story for your strategy
- The importance of having a shared vocabulary within your organization
Thanks for listening!
If You Want To Skip Ahead:
(00:17) How the book tour is going
(01:02) A brief overview of vision, strategy, and positioning
(04:02) The difference between pitching to investors and potential customers
(06:30) How positioning evolves as your strategy progresses
(07:18) How to use the “bowling pin” strategy
(08:21) “Bowling pin” strategy examples from Janna Systems and Tulip Retail
(13:51) Common pitfalls people make in discussing strategy
(17:24) The importance of clarifying terminology with your team members
(18:55) Closing thoughts
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Where To Find April Dunford:
Podcast Website: https://www.positioning.show/
Personal Website: https://www.aprildunford.com/
LinkedIn: https://www.linkedin.com/in/aprildunford/
Instagram: https://www.instagram.com/aprildunford/
Twitter: https://twitter.com/aprildunford
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Referenced:
Good Strategy Bad Strategy: The Difference and Why It Matters: https://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239
Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986
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Production and marketing by https://penname.co/
Positioning with April Dunford