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

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
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 april@aprildunford.com @aprildunford aprildunford.com Positioning.show