When to invent a new category

In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market category actually is. I break down how to align your category with your differentiated value so customers immediately understand what you do. You will also learn the three positioning strategies and how to choose the one that gives you the best chance of winning in your market.

You will learn:

(00:00:00) Understand why starting with an aspirational market category leads to weak positioning and customer confusion.

(00:03:29) Discover the true role of a market category as a tool to guide customer understanding, not replace messaging.

(00:05:02) Identify how the wrong category creates false assumptions that sales and marketing must constantly undo.

(00:10:16) Break down the three positioning strategies and when each one makes sense for your business.

(00:18:00) Recognize the long-term risks and challenges of creating a brand new market category.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

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April’s Twitter/X: https://twitter.com/aprildunford

April’s TikTok: https://www.tiktok.com/@positioningshow

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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

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Bookshop: https://bookshop.org/contributors/april-dunford

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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: https://apple.co/3PFHcWx

Subscribe on Spotify: https://open.spotify.com/show/02XBrnPJ7NVGPUgHC7xstU

Subscribe on YouTube: https://www.youtube.com/@positioningshow

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This episode was produced by Story On Media: https://www.storyon.co/