Step by Step Positioning

47sec Snip

00:00

Play full episode

Summary

Comments

Transcript

Episode notes

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.

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