Lenny's Reads Listen: A guide to advanced B2B positioning
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Mar 10, 2026 A deep dive into advanced B2B positioning tactics. They outline the five building blocks of strong positioning and the four roadblocks teams commonly hit. Hear why different teams see competitors differently and how to reframe competition from a prospect's view. Practical fixes for product pessimism and tips to tie unique capabilities to real buyer value.
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Positioning Is The Distribution Lever
- Strong specific positioning cuts through launch noise and helps prospects instantly understand why a product is for them.
- April Dunford's work with 300+ B2B companies shows a single shift in positioning can turn a flop into breakout success.
Follow The Five Component Positioning Process
- Positioning should be built from five ordered components: competitive alternatives, distinct capabilities, differentiated value, best fit accounts, and market category.
- Follow that sequence to ensure your story explains alternatives, unique capabilities, and the right customers and context.
Teams See Different Competitors
- Different functions (marketing, product, sales, founders) perceive competitors very differently due to their interactions and biases.
- Marketing equates visibility with competition, product lists horizon threats, and sales focus on whales and miss the status quo.
