Positioning with April Dunford cover image

Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

Positioning with April Dunford

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Finding the Sweet Spot: Balancing Features and Value

"Here's why it's tricky. The continuum goes from my feature to pure value. Only two points of value: making money or saving money. But just saying it'll make you money isn't enough. We need to go further, to the point where the customer understands the value. This requires understanding the customer and finding the balance between features and value, which is difficult. We want to orient our value without sounding like everyone else. It takes time and testing to find the sweet spot on the continuum."

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