213 - The 5 Components of Positioning You Need to Address | April Dunford

Positioning is the foundation on which your business is built. But most business leaders don't fully understand what good positioning is, let alone how to execute it successfully. In this episode, Chris talks one-on-one with April Dunford, widely regarded as one of the top minds on the subject matter. April goes through her 5 components of positioning that every organization needs to address including competitive alternatives, differentiated capabilities, value, segmentation, and market category.