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April Dunford on product positioning, segmentation, and optimizing your sales process
Lenny's Podcast: Product | Growth | Career
**Step by Step Positioning **
Start by identifying competitive alternatives and understanding what needs to be beat in order to win a deal. Make a list of differentiated capabilities that the alternatives do not have. Translate these capabilities into value for the customer. Thematize the value themes and end up with two or three value buckets. Identify the characteristics of a target account that make them care about these value themes. Consider the market category and position the product in a context that makes the value obvious to the target customers.
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