In this podcast, we explore the difference between two types of selling:

* For B2B, when migration is traumatic, you must first pitch by addressing and capping the downsides.

* For B2C, where the product is commodity-sized or churn is extremely high, you need to pitch the upside and make it feel critical.

We will see how type 1 critical products should market themselves like type 2, and how type 2 critical products should sell themselves as if they were type 1, emphasizing their critical nature.

April Dunford on product positioning

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