🇬🇧187: April Dunford: How to Nail Product Positioning

Shownotes

Having spent years as a startup executive (with 16 product launches under her belt) and a consultant (who’s worked on dozens more), Dunford is one of the leading experts in brand positioning worldwide. With Julius Göllner she speaks about breaking through the noise of a crowded market and positioning your SaaS product in the right and successful way. Tune in to learn more about:

  • What is Positioning and how do we actually do it?
  • Signs and Indicators you have bad positioning
  • The 5 most important Components of Positioning
    • Competitive Alternatives
    • Differentiated "Features" or "Capabilities"
    • Value for customers
    • Target Customer Segmentation
    • Market Category
  • How to setup a best practice process to define your own positioning and get the right answers for the 5 components
  • The McDonalds Milkshake Paradoxon - What`s behind?
  • How to challenge your positioning by constant talks with existing customers
  • The importance of understanding your real value pools for customers
  • Many best practices and war stories from Aprils more than 200 positioning projects

Our Guest: April Dunford https://www.linkedin.com/in/aprildunford/


Our Host: Julius Göllner https://www.linkedin.com/in/julius-goellner/


Unser Werbepartner: Flex Capital


Related AoA Shows: 🇬🇧172: The power of brand positioning


Restaurant Tipp: Alo Restaurant in Toronto https://alorestaurant.com/

Recommendations: Podcast: Positioning (with April Dunford) https://www.positioning.show/

Newsletter: https://www.aprildunford.com/newsletter

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