Positioning with April Dunford

Using Trends To Enhance Your Positioning

Nov 2, 2023

Learn how trends can enhance your positioning strategies in this podcast. Discover the difference between markets and trends, how to layer trends on top of your differentiated value, and why chasing irrelevant trends is risky. Real-world examples of successful and poor trend incorporations are shared. The overview of AI technology and the right way to address it in your business are also discussed.

22:02

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Quick takeaways

Trends can enhance product positioning by addressing the 'Why now?' question and capturing customer interest.

Positioning should not fundamentally change based on trends, but use them to highlight product relevance and timeliness.

Deep dives

Differentiating between markets and trends

In this episode, April Dunford discusses the difference between markets and trends in the technology industry. Markets refer to categories of solutions that can be purchased, while trends are things that apply across multiple markets. She provides examples such as blockchain and cloud computing as trends that can be applied to various solutions in different markets. Understanding this distinction is crucial when considering the impact of trends like AI on product positioning.

Exploring the Concept of the Sharing Economy for Pets

00:30

Distinguishing Between Markets and Trends in Technology

00:32

Introduction

3min

Exploring the Difference Between Trends and Markets in Positioning

2min

Differentiated Value and Hotness in Product Positioning

6min

Proper Positioning with Trends

6min

Understanding AI and Leveraging AI Trends

4min

Every business wants to cash in on the latest trend, and for good reason. Trends can be powerful tools to enhance your positioning. However, it's crucial to recognize that not all trends are a universal fit for every company. Blindly adopting trends without thoughtful messaging can lead to disastrous outcomes for your business.

Today, I’m diving deep into the world of trends. You’ll learn the following:

The difference between markets and trends
How trends can be layered on top of your differentiated value
Why it’s a risky move to chase trends that aren't relevant to your business
Real-world examples of companies incorporating trends, both successfully and poorly
An overview of AI technology and how to address it in your business

Thanks for listening!

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If You Want To Skip Ahead:

(00:27) Information about Sales Pitch and a reader’s review

(01:19) The difference between markets and trends

(04:34) How and when to layer trends on top of your differentiated value

(06:36) The three circle mental model of product, market, and trend

(07:38) How Redgate Software took advantage of the DevOps trend

(09:50) Trends don’t always align with your product (and why you shouldn’t force them to)

(13:41) Long Island Blockchain: an example of a company latching onto an unrelated trend

(16:39) An overview of AI technology

(18:28) The right way to address AI if it is relevant to your business and customers