Upgrade to Pro
— share decks privately, control downloads, hide ads and more …
Speaker Deck
Features
Speaker Deck
PRO
Sign in
Sign up for free
Search
Search
April Dunford - Using Strategic Positioning to...
Search
Turing Fest
PRO
July 05, 2023
Technology
0
410
April Dunford - Using Strategic Positioning to Unlock Growth in Noisy Markets
Turing Fest
PRO
July 05, 2023
Tweet
Share
More Decks by Turing Fest
See All by Turing Fest
Andy Budd: The Growth Equation: 7 Essential Steps to Finding Product Market Fit
turingfest
PRO
0
150
Andrey Vinitsky: Babe Are You OK? You've Barely Touched The Dashboard You Claimed Was Mission Critical
turingfest
PRO
0
97
Finbarr Taylor:From Scotland to Silicon Valley: Lessons Learned Raising $100m & Building a Global SaaS Business
turingfest
PRO
0
69
Megan Caywood: A Product Playbook to Building a Unicorn
turingfest
PRO
0
50
Jason Miller: Branding in the Age of AI
turingfest
PRO
0
72
Petra Wille: Lessons on Storytelling for Product Builders
turingfest
PRO
0
74
Meri Williams: Career Vectors: Navigating Modern Careers
turingfest
PRO
0
99
Todd Olson: How AI Supercharges Product-led Growth
turingfest
PRO
0
61
Rand Fishkin: Zero-Click Marketing
turingfest
PRO
0
85
Other Decks in Technology
See All in Technology
20250910_障害注入から効率的復旧へ_カオスエンジニアリング_生成AIで考えるAWS障害対応.pdf
sh_fk2
3
280
20250912_RPALT_データを集める→とっ散らかる問題_Obsidian紹介
ratsbane666
0
100
AWSを利用する上で知っておきたい名前解決のはなし(10分版)
nagisa53
10
3.2k
【NoMapsTECH 2025】AI Edge Computing Workshop
akit37
0
230
実践!カスタムインストラクション&スラッシュコマンド
puku0x
0
550
MagicPod導入から半年、オープンロジQAチームで実際にやったこと
tjoko
0
110
KotlinConf 2025_イベントレポート
sony
1
140
DroidKaigi 2025 Androidエンジニアとしてのキャリア
mhidaka
2
390
「Linux」という言葉が指すもの
sat
PRO
4
140
スマートファクトリーの第一歩 〜AWSマネージドサービスで 実現する予知保全と生成AI活用まで
ganota
2
320
Unlocking the Power of AI Agents with LINE Bot MCP Server
linedevth
0
120
CDK CLIで使ってたあの機能、CDK Toolkit Libraryではどうやるの?
smt7174
4
190
Featured
See All Featured
Scaling GitHub
holman
463
140k
Let's Do A Bunch of Simple Stuff to Make Websites Faster
chriscoyier
507
140k
Statistics for Hackers
jakevdp
799
220k
Distributed Sagas: A Protocol for Coordinating Microservices
caitiem20
333
22k
Designing for humans not robots
tammielis
253
25k
Writing Fast Ruby
sferik
628
62k
Build The Right Thing And Hit Your Dates
maggiecrowley
37
2.9k
The Pragmatic Product Professional
lauravandoore
36
6.9k
Become a Pro
speakerdeck
PRO
29
5.5k
We Have a Design System, Now What?
morganepeng
53
7.8k
[Rails World 2023 - Day 1 Closing Keynote] - The Magic of Rails
eileencodes
36
2.5k
CoffeeScript is Beautiful & I Never Want to Write Plain JavaScript Again
sstephenson
162
15k
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