Positioning with April Dunford
Positioning at a Startup Vs. a Big Company
Sep 7, 2023
Positioning for startups and big companies, distinguishing between marketing and positioning problems, handling positioning after an acquisition, and aligning positioning strategy in a cross-functional team.
28:30
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Quick takeaways
- Startups should focus on market traction and adapt positioning based on market response.
- Big companies need to recognize when the market changes and align teams for consistent positioning.
Deep dives
Positioning for Small Companies
When positioning a product or service for small companies, it's important to consider the market traction. Before launching, the company's positioning is just a thesis that may need adjustments once in the market. It is advisable to keep the positioning loose at the beginning to allow for adaptation based on the market's response. Differentiated value is crucial for startups, especially when competing against large established companies. For startups, reducing the perceived risk can be a successful strategy by providing proof of value, offering product trials, or breaking deals into smaller pieces to build trust.
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