It's never been easier to launch products, which means the biggest challenge product teams are facing is quickly becoming distribution. April Dunford, the world's leading expert on B2B positioning and author of Obviously Awesome, has spent 10 years working with more than 300 companies to help them stand out. In this episode, she goes beyond the basics to share tactics for overcoming four of the trickiest positioning roadblocks teams face.
In this episode, you'll learn:
• The four roadblocks every team faces when making positioning decisions
• Why cross-functional teams almost always disagree on who they compete with
• How to break the cycle of product pessimism
• Why the "So what?" test is critical for defining your differentiated value
• How to use your GTM strategy to drive positioning decisions
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References:
• April Dunford: https://www.linkedin.com/in/aprildunford/
• April Dunford's guest post on positioning: https://www.lennysnewsletter.com/p/positioning
• April Dunford on Lenny's Podcast: https://www.youtube.com/watch?v=hdjlCLb9Hl8
• Salesforce: https://www.salesforce.com/
• Lenny's Product Pass: https://www.lennysproductpass.com/
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Read the full newsletter: https://www.lennysnewsletter.com/p/a-guide-to-advanced-b2b-positioning
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Welcome to Lenny's Reads, where every week you'll find a fresh audio version of my newsletter about building product, driving growth, and accelerating your career, read to you by the soothing voice of Lennybot.
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