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
400
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
130
Andrey Vinitsky: Babe Are You OK? You've Barely Touched The Dashboard You Claimed Was Mission Critical
turingfest
PRO
0
89
Finbarr Taylor:From Scotland to Silicon Valley: Lessons Learned Raising $100m & Building a Global SaaS Business
turingfest
PRO
0
50
Megan Caywood: A Product Playbook to Building a Unicorn
turingfest
PRO
0
46
Jason Miller: Branding in the Age of AI
turingfest
PRO
0
63
Petra Wille: Lessons on Storytelling for Product Builders
turingfest
PRO
0
61
Meri Williams: Career Vectors: Navigating Modern Careers
turingfest
PRO
0
65
Todd Olson: How AI Supercharges Product-led Growth
turingfest
PRO
0
51
Rand Fishkin: Zero-Click Marketing
turingfest
PRO
0
81
Other Decks in Technology
See All in Technology
Кто отправит outbox? Валентин Удальцов, автор канала Пых
lamodatech
0
340
強化されたAmazon Location Serviceによる新機能と開発者体験
dayjournal
2
210
Microsoft Build 2025 技術/製品動向 for Microsoft Startup Tech Community
torumakabe
2
270
2025-06-26_Lightning_Talk_for_Lightning_Talks
_hashimo2
2
100
AWS テクニカルサポートとエンドカスタマーの中間地点から見えるより良いサポートの活用方法
kazzpapa3
2
540
HiMoR: Monocular Deformable Gaussian Reconstruction with Hierarchical Motion Representation
spatial_ai_network
0
110
Node-REDのFunctionノードでMCPサーバーの実装を試してみた / Node-RED × MCP 勉強会 vol.1
you
PRO
0
110
製造業からパッケージ製品まで、あらゆる領域をカバー!生成AIを利用したテストシナリオ生成 / 20250627 Suguru Ishii
shift_evolve
PRO
1
140
How Community Opened Global Doors
hiroramos4
PRO
1
120
Model Mondays S2E02: Model Context Protocol
nitya
0
220
Understanding_Thread_Tuning_for_Inference_Servers_of_Deep_Models.pdf
lycorptech_jp
PRO
0
120
セキュリティの民主化は何故必要なのか_AWS WAF 運用の 10 の苦悩から学ぶ
yoh
1
140
Featured
See All Featured
Typedesign – Prime Four
hannesfritz
42
2.7k
Side Projects
sachag
455
42k
JavaScript: Past, Present, and Future - NDC Porto 2020
reverentgeek
48
5.4k
Code Reviewing Like a Champion
maltzj
524
40k
Gamification - CAS2011
davidbonilla
81
5.3k
Practical Orchestrator
shlominoach
188
11k
Principles of Awesome APIs and How to Build Them.
keavy
126
17k
Learning to Love Humans: Emotional Interface Design
aarron
273
40k
Building Better People: How to give real-time feedback that sticks.
wjessup
367
19k
How To Stay Up To Date on Web Technology
chriscoyier
790
250k
Code Review Best Practice
trishagee
68
18k
Building a Modern Day E-commerce SEO Strategy
aleyda
42
7.3k
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