Positioning with April Dunford

From Cold Calls To Positioning Expert: The Story Of How I Got Here

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Jun 1, 2023
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ADVICE

Customer Calls Limitation

  • Don't solely rely on customer calls to determine product value.
  • Directly asking customers what they're doing might not reveal the true potential or hidden use cases.
ANECDOTE

Watcom SQL Success Story

  • Watcom SQL, initially a failing "spreadsheet on steroids", was repositioned as a mobile database.
  • This repositioning led to significant success, generating around a billion dollars and becoming a market leader.
INSIGHT

Positioning Statement Flaw

  • Traditional positioning statements lack a methodology for determining the optimal market category.
  • Simply filling in the blanks doesn't guarantee effective positioning.
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