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...

Today I’m joined by Bob Moesta, the co-creator of the Jobs To Be Done framework, a concept he developed alongside the late Clayton Christensen. Bob's expertise spans a wide range of accomplishments, including the successful launch of over 3,500 new products, services, and businesses. He's also the CEO and founder of the Re-Wired Group, as well as the brains behind several other startup ventures. We discuss:  Why context matters as much as the product Why people don’t buy products, they...

Today I dive deep into how to avoid bad marketing and sales and why sometimes this includes actively sharing who your product isn’t for. I go into greater detail about the following: Understanding that your product is only a part of your business How to craft great marketing and sales Why a formal positioning process impacts your sales and marketing strategy The core of sales and marketing is understanding your differentiated value How to build the story for your...

Today I cover how to know if you're getting good marketing and sales advice, and why it’s so important to carve your own path. I discuss: • What I learned from traditional marketing advice • Why traditional marketing advice falls short • The story of how a fax machine campaign became my best-performing initiative • Why you should not blindly follow popular marketing trends • The importance of figuring out what works for YOU — If you want to skip ahead: (00:00) Today’s topic: how to...

Today I explore developing a point of view for your business. I cover: How to build your company’s points of view What to do if you don’t know your point of view Two examples from IBM and Sampler Why features don’t matter, value does How to apply this to your sales and marketing — If you want to skip ahead: (00:00) How to develop a point of view for your business (03:07) How Sampler built a point of view for their market (06:20) What if you don’t know your point of view (09:00)...

Today I dive into what to do with your positioning once you’ve nailed it. I cover: • How to capture positioning • How positioning makes its way into messaging • Why you should create a messaging document and what ends up happening if you don’t • What the market needs in order to understand our differentiated value • How to go from positioning to branding • How to take boilerplate messaging and apply it globally — If you want to skip ahead: (00:00) How to put your new positioning to...

I sat down with Nick Francis, the Co-Founder and CEO of Help Scout. A few years ago I worked directly with Nick and his team to tighten up their positioning and brought him on to share their story. Together we discuss: • What the positioning of Help Scout looked like during the early days • How their positioning evolved over time • Why they utilized outside help • How he took the sales narrative he worked on with me and turned it into a pitch • How their strategy has changed as they’ve...

Today we continue our conversation on translating your positioning into a sales pitch. You’ll learn: • Popular pitch structures (discovery-led, problem-solution, venture-informed) and where they fall short • Common problems to avoid when crafting your sales pitch • Why the “new way” doesn’t necessarily beat the “old way” • How focusing on the future of your product can backfire • What conventional storytelling techniques can teach you about pitching • A tried and true storytelling...

In this episode, I talk about how to take your positioning and translate it into a powerful sales narrative. I cover the importance of testing your positioning and explain why it often fails to make the leap from marketing to sales. I analyze the software transaction process from the buyer's perspective and dive deep into the challenges buyers face when they encounter unfamiliar products. I also tell a personal story about buying a toilet, and share an encounter with a skillful toilet...

Today I’m joined by renowned author and guest, Matt Dixon. We explore the concepts from his groundbreaking book, "The JOLT Effect," and uncover the secrets to winning deals and captivating customers. Matt shares how extensive research debunked a myriad of popular sales techniques, including dialing up FOMO and letting the customer do the talking. We talk about how downplaying impact can actually boost your sales, no decision losses and why they happen, why you should avoid discounts and...

In this episode, I go deep on one of my favorite topics: value. First, I’ll define value vs. differentiated value, and explain why the latter is key to everything. We'll explore how to find the right balance between features and value, and I'll share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market category, and how a strong understanding of your differentiated value will...

Today I’m joined by Hana Abaza, an experienced SaaS Marketer. Most recently, Hana served as Shopify’s Global Head of Revenue Marketing where she helped them reach billions of dollars in revenue. In today’s episode, we discuss how Shopify successfully moved upmarket as they introduced Shopify Plus. We explore the competitive alternatives they faced, how they differentiated their offerings, and the importance of their partner influence program. Together we cover storytelling (and what most...

Today’s episode is absolutely loaded with information. I cover the challenge of positioning for a single-product company compared to a multi-product company and share two specific examples on the topic. I also discuss how to handle positioning for segments, what happens when you have multiple segments to target, and the importance of your positioning resonating with your target champion. — In This Episode, I Cover: (00:00) Positioning a single-product company vs a multi-product...

In today’s episode, you’ll learn why understanding your competition is critical for positioning and how many people get it wrong. I share a story about the deceptive nature of data and why you need to carefully evaluate bad-fit customers. I talk about how to discover your true competitors and recount a story of a failed sales pitch that taught me the importance of clearly understanding your value from the customer’s point of view. I also dive into the story of Segway, why they failed...

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. — In This Episode, I Cover: (00:00)...

Welcome to The Positioning Show with me, your host, April Dunford. I am the best-selling author of Obviously Awesome and a seasoned marketing professional who has worked with over 100 companies to help nail their positioning. This show is the ultimate guide to understanding and implementing effective positioning strategies. Whether you're an entrepreneur seeking to make your product stand out in a crowded market, a marketer grappling with the challenges of communicating value, or a product...