April 29, 2021
April Dunford, Author and Positioning Expert, on: The Most Common Questions Founders Ask on Product Positioning.
In this episode, I sit down with April Dunford who is a globally recognized expert in positioning and author of the best seller book on positioning, Obviously Awesome: How to nail positioning so your customers get it, buy it and love it. I ask her the qu
- [1:14] What is positioning? And how can you tell if a company needs to rethink its positioning?
- [5:12] How does company positioning and product positioning differ?
- [12:00] How does the “Obviously Awesome” positioning framework for B2B companies work?
- [21:08] - Who should be involved in positioning? April uses her framework to walk through a case study where she developed the positioning for a CRM product.
- [32:45 - How do you balance where you are today with the product against where you want to be? How do you position your product in that context?
- [34:23] When should you create a new category?
- [42:40] Where do companies and founders struggle the most when it comes to positioning and what is your advice for them?
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