April Dunford - Using Strategic Positioning to...

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July 05, 2023

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

Turing Fest PRO

July 05, 2023

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Transcript

Using Strategic Positioning to Unlock Growth in Noisy Markets Obviously
Awesome
Tag line Messaging Point of view Vision Brand GTM strategy
Marketing What positioning is not
Marketing & sales Positioning
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:
POSITIONING is like CONTEXT SETTING
None
None
None
None
A Shift in POSITIONING can COMPLETELY TRANSFORM the way we
PERCEIVE a product
Market Categories help Customers FOCUS
Market Categories help Customers FOCUS
Market Category Competitors Buyers Features Price
Email for lawyers Outlook Gmail Lawyers Inbox, spam, calendar Cheap
or free
Collab. for Lawyers Slack (ish) Lawyers File sharing + +
+ $$$
We rarely position products DELIBERATELY.
Are both of these ROBOTS?
Why are we so BAD at this? What Positioning is,
not HOW to do it
Components of positioning Positioning Alternatives Unique attributes Market category Value
Customer segments
Competitive Differentiated
21 How a niche play became a unicorn.
The Podcast: Positioning.show The Book:
Thanks [email protected] @aprildunford aprildunford.com Positioning.show