This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously Awesome [AMP 139]
- Career Change: Fake it til you figure it out. How hard can it be?
- Do it right, and the company grows quickly, gets acquired; you get bored and do another startup
- Definition of Positioning: How to win at doing something that a well-defined market cares about
- Perfect marketing execution won’t save you from weak positioning; marketing execution and results are only as good as positioning that feeds into them
- Who should decide the positioning for your product? Everybody
- Siebel Story: Too small to buy out beyond a billion dollars
- Positioning Pitfalls: People don’t do positioning deliberately; and when they try to fix it, they don’t follow a process but wing it or write a “Positioning Statement”
- Positioning Statement Components:
- Who’s your competitive alternatives?
- What are the unique capabilities or features that your product has?
- What’s the value that those features can enable for customers?
- Who’s my target customer?
- Is this a market that I’m going to win?
- Signs of weak positioning include:
- How a customer reacts to your product/service
- They compare you to a non-competitor; not in the right market
- Customer knows what you do, but not the value or why they should care
- “Not only is positioning a thing I should figure out, it's potentially a super powerful thing.”
- “Two years after graduating from engineering, I'm running this great big marketing team. It's global. I’ve got this giant budget...even though I was completely unqualified for it.”
- “I focus on positioning, mainly because I think people do a really terrible job at positioning. There's not many people that know how to do it right.”
- “A shift in positioning can totally result in a shift in the product roadmap, a shift in your pricing, a shift in a way you sell, a shift in your channels.”
- "You see signs of weak positioning across your entire sales marketing funnel, but often the place where it’s most obvious is looking at how a customer reacts when they first encounter your product or your offering."
How To Nail Product Positioning So Customers Get It, Buy It, Love It With @aprildunford Author Of Obviously Awesome
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