In today’s episode, I explore why market category is a good starting point for developing great positioning.  You will learn:  * Viewing your market category is context-setting for your products/company.  * Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.)  * Understanding your product/company's unique value proposition before determining market category. * Why positioning involves identifying what sets your product apart from competitors and the status quo. * Why positioning in an underserved segment of an existing market category is easier than creating a new category. * Communicating the differentiated value of your product or service. * Why companies need to go deeping into their value props to help customers understand how they can deliver unique value for their business. — If you want to skip ahead:  (3:50) Market categories and their role in positioning products/companies, with a focus on differentiated value.  (7:46) Positioning and messaging for startups, focusing on understanding customer needs and differentiated value.  (11:26) Positioning and market categories in business. — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/consultant April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Mentioned in this episode:  * My article about market category in which I discuss the opening scene of the movie Baby Driver: https://aprildunford.substack.com/p/understanding-the-job-of-a-market   * Positioning: The Battle for Your Mind, a book by Al Ries and Jack Trout: https://amzn.to/3JrR4zJ   — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: https://amzn.to/4ac9hgt  Amazon UK: https://amzn.to/3vosDzQ — The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. Podcast website: https://www.positioning.show/  Subscribe on Apple Podcasts: a href="https://apple.co/3PFHcWx" rel="noopener noreferrer"...