Positioning at a Startup Vs. a Big Company
Positioning with April Dunford
Layers of positioning
Successful companies place importance on involving senior executives in product positioning meetings to ensure alignment in execution. In startups, company and product positioning are aligned as one entity. However, in larger companies with multiple products, there are layers of positioning, starting with company positioning, followed by divisional and individual product positioning. These layers ensure that product positioning aligns with and complements the overall company positioning, allowing for a cohesive sales pitch that showcases the value of partnering with the company across all its capabilities.
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