Upgrade to Pro — share decks privately, control downloads, hide ads and more …

April Dunford - Using Strategic Positioning to...

Avatar for Turing Fest Turing Fest
PRO
July 05, 2023
Technology
0
400

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

Avatar for Turing Fest

Turing Fest
PRO

July 05, 2023
Tweet

More Decks by Turing Fest

See All by Turing Fest
Andy Budd: The Growth Equation: 7 Essential Steps to Finding Product Market Fit
Avatar for Turing Fest turingfest
PRO
0
130
Andrey Vinitsky: Babe Are You OK? You've Barely Touched The Dashboard You Claimed Was Mission Critical
Avatar for Turing Fest turingfest
PRO
0
89
Finbarr Taylor:From Scotland to Silicon Valley: Lessons Learned Raising $100m & Building a Global SaaS Business
Avatar for Turing Fest turingfest
PRO
0
50
Megan Caywood: A Product Playbook to Building a Unicorn
Avatar for Turing Fest turingfest
PRO
0
46
Jason Miller: Branding in the Age of AI
Avatar for Turing Fest turingfest
PRO
0
63
Petra Wille: Lessons on Storytelling for Product Builders
Avatar for Turing Fest turingfest
PRO
0
61
Meri Williams: Career Vectors: Navigating Modern Careers
Avatar for Turing Fest turingfest
PRO
0
66
Todd Olson: How AI Supercharges Product-led Growth
Avatar for Turing Fest turingfest
PRO
0
51
Rand Fishkin: Zero-Click Marketing
Avatar for Turing Fest turingfest
PRO
0
81

Other Decks in Technology

See All in Technology
SalesforceArchitectGroupOsaka#20_CNX'25_Report
Avatar for atomica7sei atomica7sei
0
190
解析の定理証明実践＠Lean 4
Avatar for H Segawa dec9ue
0
180
登壇ネタの見つけ方 / How to find talk topics
Avatar for pinkumohikan pinkumohikan
5
520
Observability в PHP без боли. Олег Мифле, тимлид Altenar
Avatar for Lamoda Tech lamodatech
0
360
あなたの声を届けよう！ 女性エンジニア登壇の意義とアウトプット実践ガイド #wttjp / Call for Your Voice
Avatar for kondoyuko kondoyuko
4
470
生成AI活用の組織格差を解消する 〜ビジネス職のCursor導入が開発効率に与えた好循環〜 / Closing the Organizational Gap in AI Adoption
Avatar for upamune / Yu SERIZAWA upamune
5
3.7k
PHPでWebブラウザのレンダリングエンジンを実装する
Avatar for ディップ株式会社 dip_tech
PRO
0
210
「良さそう」と「とても良い」の間には 「良さそうだがホンマか」がたくさんある / 2025.07.01 LLM品質Night
Avatar for Shumpei Miyawaki smiyawaki0820
1
220
フィンテック養成勉強会#54
Avatar for フィンテック養成コミュニティ finengine
0
180
生まれ変わった AWS Security Hub (Preview) を紹介 #reInforce_osaka / reInforce New Security Hub
Avatar for MasahiroKawahara masahirokawahara
0
110
より良いプロダクトの開発を目指して - 情報を中心としたプロダクト開発 #phpcon #phpcon2025
Avatar for 弁護士ドットコム bengo4com
1
3.1k
生成AIで小説を書くためにプロンプトの制約や原則について学ぶ / prompt-engineering-for-ai-fiction
Avatar for nwiizo nwiizo
4
2.3k

Featured

See All Featured
Why You Should Never Use an ORM
Avatar for John Nunemaker jnunemaker
PRO
57
9.4k
Building a Modern Day 
E-commerce SEO Strategy
Avatar for Aleyda Solis aleyda
42
7.3k
How to Think Like a Performance Engineer
Avatar for Harry Roberts csswizardry
24
1.7k
Art, The Web, and Tiny UX
Avatar for Lynn Fisher lynnandtonic
299
21k
Fireside Chat
Avatar for paigeccino paigeccino
37
3.5k
The Success of Rails: Ensuring Growth for the Next 100 Years
Avatar for Eileen M. Uchitelle eileencodes
45
7.5k
The Art of Programming - Codeland 2020
Avatar for Erika Heidi erikaheidi
54
13k
Making the Leap to Tech Lead
Avatar for Ryan Cromwell cromwellryan
134
9.3k
Scaling GitHub
Avatar for Zach Holman holman
459
140k
Navigating Team Friction
Avatar for Lara Hogan lara
187
15k
ピンチをチャンスに：未来をつくるプロダクトロードマップ #pmconf2020
Avatar for Aki / @LoveIdahoBurger aki_iinuma
124
52k
Build your cross-platform service in a week with App Engine
Avatar for Jose L jlugia
231
18k

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