Positioning with April Dunford1 Juni 2023

From Cold Calls To Positioning Expert: The Story Of How I Got Here

Join me for our first episode, where I share how a simple shift in positioning saved a product from failure, igniting my passion for positioning. I’ll explore Clayton Christensen's Jobs To Be Done Framework and how it revolutionized my approach. I'll walk you through my 5-step methodology and outline exactly how I got here. I'll also reveal why the methodology alone isn't enough to nail your positioning and what you can expect more of on this podcast.

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In This Episode, I Cover:

(00:00) Welcome early adopters!

(00:50) A story about the first product I ever worked on, Watcom SQL

(09:11) How a shift in positioning saved Watcom’s product

(09:57) What I learned as VP of Marketing

(12:02) The positioning statement

(14:18) How I approached positioning as a multi-year engineering problem

(14:42) The 5 pieces of positioning

(15:31) How to solve for the best answer

(17:19) How I got started (and why you shouldn’t approach positioning this way)

(19:11) Clayton Christensen’s Jobs-To-Be-Done Framework

(20:03) The famous milkshake story and what it taught me

(22:26) The steps to nail your product positioning

(24:09) Why this methodology won’t take you all the way there

(25:39) Feedback and thanks

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Where To Find Me:

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/

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Referenced:

Crossing the Chasm: https://www.amazon.com/Crossing-Chasm-3rd-Disruptive-Mainstream/dp/0062292986

Competing Against Luck: https://www.amazon.com/Competing-Against-Luck-Innovation-Customer/dp/0062435612

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

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