Positioning with April Dunford

Positioning at a Startup Vs. a Big Company

48 snips
Sep 7, 2023
Positioning for startups and big companies, distinguishing between marketing and positioning problems, handling positioning after an acquisition, and aligning positioning strategy in a cross-functional team.
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ADVICE

Focus on Present Value

  • Avoid "investor pitch creep" where future-focused messaging confuses customers.
  • Focus on current value to avoid customers delaying purchases.
ADVICE

Marketing vs. Positioning Problems

  • Distinguish between marketing (lead generation) problems and positioning (messaging) problems.
  • Look for clues like low conversion rates or customer confusion to identify positioning issues.
ADVICE

Narrow Positioning is Okay

  • Don't be afraid to position narrowly at first, especially as a startup.
  • Gradually expand your positioning as your product and capabilities evolve.
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