Positioning with April Dunford26 Okt 2023

How To Think About Competition

Today, I will talk about how to address your competition, which is commonly mismanaged. Once again, you’ll see it all comes back to positioning and differentiated value. I’ll share with you:

Why it’s almost always a bad idea to name the competition when you’re the market leader
Real-life examples of companies naming their competitors
The benefit you gain from naming and positioning your competitors when you’re small
How to combat lies and negativity from your competitors

Thanks for listening!

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If You Want To Skip Ahead:

(00:21) How my book launch went

(01:47) Addressing competition by putting them into buckets

(03:43) Why market leaders should never mention the competition

(05:03) Slack’s letter to Microsoft that named them as a competitor

(09:16) DocuSign's ad mentioning Dropbox

(10:36) Why you might build a custom landing page based on a search query

(11:24) The benefit of naming the competition if you’re small

(13:08) Positioning your competitors

(16:57) Combating negative positioning from competitors

(21:41) Closing thoughts

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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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Referenced:

Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021

Slack’s “Dear, Microsoft” letter: https://slack.com/blog/news/dear-microsoft

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

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