Today’s episode is all about how to position startups and big companies. While there is some overlap, the two can be very different. I cover a lot of ground, including: 

• The three things startups need to focus on for positioning 
• Why half of B2B purchase decisions end in no decision 
• How not to mistake marketing problems as positioning problems
• Determining when a positioning shift is needed for a big company
• Why the size of a company can complicate positioning 
• The difference between company, division, and product positioning 
• How to handle positioning when an acquisition occurs

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If you want to skip ahead:

(00:00) Welcome to today’s show! 

(01:32) How to position for startups

(05:43) Startups must try this

(07:55) Investor pitch creep

(10:00) Marketing vs positioning problems

(13:25) Category creation for startups

(15:00) How to position for big companies

(19:20) Umbrella, division, and product positioning 

(23:20) Positioning after an acquisition 

(25:10) What isn’t different between the two

(26:50) A big announcement

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Where To Find April Dunford:

Podcast Website: https://www.positioning.show/ 

Personal Website: https://www.aprildunford.com/ 

LinkedIn: https://www.linkedin.com/in/aprildunford/ 

Instagram: https://www.instagram.com/aprildunford/ 

Twitter: https://twitter.com/aprildunford

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Production and marketing by https://penname.co/