Positioning with April Dunford

Positioning at a Startup Vs. a Big Company

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Today’s episode is all about how to position startups and big companies. While there is some overlap, the two can be very different. I cover a lot of ground, including: 

  • The three things startups need to focus on for positioning 
  • Why half of B2B purchase decisions end in no decision 
  • How not to mistake marketing problems as positioning problems
  • Determining when a positioning shift is needed for a big company
  • Why the size of a company can complicate positioning 
  • The difference between company, division, and product positioning 
  • How to handle positioning when an acquisition occurs

    • —

    If you want to skip ahead:

    (00:00) Welcome to today’s show! 

    (01:32) How to position for startups

    (05:43) Startups must try this

    (07:55) Investor pitch creep

    (10:00) Marketing vs positioning problems

    (13:25) Category creation for startups

    (15:00) How to position for big companies

    (19:20) Umbrella, division, and product positioning 

    (23:20) Positioning after an acquisition 

    (25:10) What isn’t different between the two

    (26:50) A big announcement

    —

    Where To Find April Dunford:

    Podcast Website: https://www.positioning.show/ 

    Personal Website: https://www.aprildunford.com/ 

    LinkedIn: https://www.linkedin.com/in/aprildunford/ 

    Instagram: https://www.instagram.com/aprildunford/ 

    Twitter: https://twitter.com/aprildunford

    —

    Production and marketing by https://penname.co/

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    Positioning with April DunfordBy April Dunford
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