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🇬🇧187: April Dunford: How to Nail Product Positioning
Manage episode 411383436 series 3515727
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
197 episode
Manage episode 411383436 series 3515727
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
197 episode
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