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April Dunford - Using Strategic Positioning to...

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April Dunford - Using Strategic Positioning to Unlock Growth in Noisy Markets

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July 05, 2023
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Transcript

  1. Using Strategic Positioning to Unlock Growth in Noisy Markets Obviously

    Awesome

  2. Tag line Messaging Point of view Vision Brand GTM strategy

    Marketing What positioning is not

  3. Marketing & sales Positioning

  4. Positioning defines how our product is the best in the

    world at providing some value that a well-defined set of customers cares a lot about. Positioning:

  5. POSITIONING is like CONTEXT SETTING

  6. None
  7. None
  8. None
  9. None

  10. A Shift in POSITIONING can COMPLETELY TRANSFORM the way we

    PERCEIVE a product

  11. Market Categories help Customers FOCUS

  12. Market Categories help Customers FOCUS

  13. Market Category Competitors Buyers Features Price

  14. Email for lawyers Outlook Gmail Lawyers Inbox, spam, calendar Cheap

    or free

  15. Collab. for Lawyers Slack (ish) Lawyers File sharing + +

    + $$$

  16. We rarely position products DELIBERATELY.

  17. Are both of these ROBOTS?

  18. Why are we so BAD at this? What Positioning is,

    not HOW to do it

  19. Components of positioning Positioning Alternatives Unique attributes Market category Value

    Customer segments

  20. Competitive Differentiated

  21. 21 How a niche play became a unicorn.

  22. The Podcast: Positioning.show The Book:

  23. Thanks [email protected] @aprildunford aprildunford.com Positioning.show