Positioning with April Dunford
From Cold Calls To Positioning Expert: The Story Of How I Got Here
Jun 1, 2023
27:04
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Quick takeaways
- Repositioning a product based on customer needs can transform market success, as seen with Watcom SQL.
- Adopting Clayton Christensen's Jobs Theory enhances product positioning by aligning offerings with customer needs.
Deep dives
The Power of Repositioning a Product
The podcast episode highlights the significant impact of repositioning a product through the story of a seemingly failed product called Wacom SQL. Initially designed as a spreadsheet with SQL capabilities, it failed to generate momentum in the market. However, through in-depth customer conversations led by April, they discovered unique use cases. By changing the positioning to focus on addressing specific customer needs like enabling orders on laptops and field service work on tablets, the product transformed into a market leader in mobile database solutions.
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