April 29, 2021

April Dunford, Author and Positioning Expert, on: The Most Common Questions Founders Ask on Product Positioning.

44 minutes

[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?

...more

By Anita Moorthy

2020 ratings

April 29, 2021

44 minutes

[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?

...more

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