Summary of the positioning process

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The positioning process begins with identifying competitive alternatives to understand what needs to be surpassed to secure a deal. Following this, a list of differentiated capabilities is created to highlight what unique advantages exist over alternatives. These capabilities are then translated into customer value, forming key value themes or buckets. The next step involves determining the characteristics of target accounts that would be most interested in the conveyed value. Finally, the market category is established to provide context, ensuring that the value proposition is clear and compelling to the intended audience.

April Dunford is the author of the best-selling book Obviously Awesome, a definitive guide to product positioning. She spent 25 years leading marketing, product, and sales teams and now runs her own consulting firm, helping companies of all shapes and sizes nail their positioning. April has worked hands-on with over 200 companies on positioning, including Google, IBM, Postman, and Epic Games.

In today’s episode, you’ll learn:

1. How does April define positioning?

2. How do you assess if your product’s positioning is weak? And strong?

3. What are some examples of great products with weak positioning?

4. What are the essential five steps to figuring out your product’s positioning?

5. What is the difference between positioning vs. messaging vs. branding?

6. What’s the difference between segmentation and persona?

7. When should you bring in a professional?

8. Is it essential for a company to always figure out a differentiator and be different?

9. How does this concept help you nail sales for enterprise software?

Where to find April:

Website: https://aprildunford.com