Lenny's Podcast: Product | Growth | Career
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 9, 2022
April Dunford, author of "Obviously Awesome," shares her rich expertise in product positioning, backed by 25 years in marketing and consulting for giants like Google and IBM. She defines effective positioning and reveals how weak positioning can undermine strong products. Learn the five essential steps to refine your product's identity, the difference between segmentation and personas, and the necessity of clear differentiation in B2B sales. April's insights aim to empower teams to communicate value and optimize their sales processes effectively.
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Quick takeaways
- Positioning is crucial for the success of a product, ensuring differentiation and resonating with the target audience.
- Effective positioning involves understanding competitive alternatives, identifying unique product value, mapping to customer needs, and defining the market category.
Deep dives
Importance of positioning in product success
Positioning plays a crucial role in the success of a product. It is not always the product itself that determines its performance but rather the positioning. Good positioning ensures that the product is differentiated and offers unique value that resonates with a specific target audience. Weak positioning can lead to confusion among customers, lack of response to marketing efforts, and dissatisfaction with the product. The key is to define competitive alternatives, understand the differentiated value of the product, identify the target audience that cares about that value, and establish the market category where the product can excel.
