Positioning with April Dunford7 Sep 2023

Positioning at a Startup Vs. a Big Company

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

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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

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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

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

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Episoder(48)

Post Positioning - Testing and Execution

In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conve...

2 Apr 25min

New Thinking on Market Categories

In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down h...

19 Mar 24min

A New Chapter on Differentiated Value

In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that much about features, how to use ...

5 Mar 22min

Competition in a Positioning Exercise

In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different teams inside a company misunder...

19 Feb 29min

Preparing for a Positioning Exercise

In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positio...

5 Feb 27min

Decisions to Make Before a Positioning Exercise

In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning...

22 Jan 27min

Positioning, Value, and Objection Handling

In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in a B2B deal is essential to tai...

27 Feb 202525min

How to Turn a Competitor's Strength into a Weakness

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can do...

13 Feb 202529min