April Dunford: Confusing Positioning and Strategy
April is riled by this. She discussed why she feels it is so bad.
“I started getting clients come to me, saying, what we want to do is a strategy session and I was like, I don’t do strategy. I do positioning, and they’re like, hey, yeah, it’s the same thing.” April Dunford
April blames consultants in Silicon Valley for propagating the myth that a story that works for VCs will work in a sales situation and for attracting employees into your company. Everything magically happens. “No! No! It’s not the same thing.”
Jobs to be Done is not new, but it is an underrated tool every level of every business can use to get better at understanding where others are coming from as the view your product/project.
On 8 June 2022, Business of Software are bringing you a one-day conf full of amazing JTBD insights, workshops, and talks from experts such as Bob Moesta, Claire Suellentrop, Nopadon Wongpakdee, and many more.
At Business of Software conferences, we aim to make a real difference to the wonderful people and companies that make up our BoS Community. This isn’t something we can do all on our own though – it is thanks to the speakers, supporters, and attendees who come together to help each other grow and succeed.
We try to offer attendees a few things to remember the conference by and make sure that whatever we produce is worth keeping.
The t-shirts, notebooks, pens, books, bags, and more, everything we hand pick is designed to be taken home, kept, and used time and time again. We know that, in general, people value what they receive and we hate to think that things will be thrown away. Sadly, every year the landfill sites across the world get fuller and fuller.
This year at BoS Europe, we made some changes and we’ve been very encouraged by the feedback.
When you spend time and money on attending a conference you want to learn new ideas and see how they can be put to work in your business so that you can spend more time on what works and less time on what doesn’t.
Jobs to be Done (JTBD) is a tool to help you understand what your customers are trying to achieve and how you can help them with their goals. It helps you focus on what the customer really wants to achieve by hiring your product. Originally applied to product development, it is increasingly being used to great effect in sales, marketing. You cannot drive growth by only looking at one aspect of your business.
Have a look through some of our previous JTBD talks in this handy playlist.
Our next One-Day Online Business of Software Conf will open your eyes to how you can apply this approach effectively to product development, sales, and marketing.
Bob Moesta, Claire Suellentrop, Nopadon Wongpakdee, Rand Fishkin, Alan Klement, and more, will explain some theory but, more importantly, will show you how the theory hits the road with case studies, interactive sessions, and round table discussions.
Once you understand the difference JTBD can make to your approach and thinking, you will never turn back.
Following their first in-person conference, Business of Software In-Person Europe Conference on 4-5 April 2022, the lovely people at Quiet Light have a few words to share with our community:
Although I’ve been with Business of Software for just over a year and being part of our online events, my experience at the Europe In-Person Conf felt like beginning a new job.
One thing I saw very quickly is that regardless if folks are supporting, attending, or speaking the networking that happens between the talks is very much focused on long term relationship building. I had heard that BoS was not a speed networking style conference, but to see it in person was another level. I think it is what divides us from other trade shows/conferences/large exhibition tech events: our community.
I felt welcomed with open arms and not once as though I wasn’t meant to be there.
On day one of Business of Software’s In-Person Europe Conference, Joe Leech mentioned he was part of the bum-bag brigade (fanny-pack fraternity for those in US) and some may have noticed I also had a handy satchel with me during the conference too.
So I thought you might be interested (and if you aren’t, well you’re already this far so just keep reading anyway) in what we considered to be BoS Conf essential enough to be on our person all day:
Driving home from Business of Software Europe In-Person on Tuesday evening a song came on the radio and the lyrics summed up my experience perfectly:
Now I know what you’re thinking, “oh no Kirk is one of those ‘it’s a sign’ people”; I’m not, but – after 57 hours of being in BoS-mode and having not slept much as my head was buzzing with adrenaline – I may have become slightly emotional.
But enough of THAT!
Here are my top three moments and three things I learned from my first ever in-person BoS Conf :
If Tesla can score 103/100 on a test, what’s stopping you from achieving your seemingly impossible outcomes too?
In this online session, by BoS regular Bruce McCarthy, we walk through the cultures and practices of some well known organisations and help you think about how to tackle the big, scary challenges in your organisation with a few examples where the right vision, team, and plan have led to winning formulas.
When you start out on a route, you don’t only have to think about the destination, but also the different checkpoints along the way. Sometimes you also have to know when to take your foot off the gas.
With just three weeks to go till we see you in-person again, we have a handful of speakers to help whet your appetite. Next week we will be revealing our full schedule and speaker list with more info on all the talks you can look forward to.
We know that when you hear a founder story, you like to then pick their brains and ask questions to help steer you and your teams towards success (or away from failure). We also know you like to walk away with actionable tools that you can put in practise. Lucky for you, we have both of these and so much more…
When Jason Cohen writes, it’s worth reading and we love his latest long form blog post, The Myth of Exponential Growth.
Jason explains why almost no company has exponential growth and that what people term exponential growth is in fact quadratic or logistic growth. Not just a matter of terms though. Jason argues understanding a growth model is important for predicting growth and understanding the core drivers of growth enables you to take smarter actions to create growth in your company.
Jason breaks down the growth of companies including Hubspot, Facebook, Apple, Twitter, Pinterest and more, demonstrating that their growth has come from a series of campaigns or product launches, each of which follows a fairly predictable pattern…
Most growth comes from layered marketing campaigns – a series of overlapping activities that combine to drive growth over time.
The full article, The Myth of Exponential Growth, is well worth your time, not just because of the analysis of other campaigns, but because Jason outlines his thoughts on how you should model your own growth and how it should inform your marketing activity.
(We won’t steal the highlights here, you should see it on his blog).
We do want to share three great talks he has done on marketing that will make you smarter, (and a bonus talk from Gail Goodman about seeking silver bullets that never grows old)…
Business of Software is a paid conference with limited sponsorship. We focus on delivering value to our customers – the attendees. We know this means not everyone who would like to can afford the cost of attendance.
We’re delighted and grateful for the lovely people at Balsamiq and Quiet Light for enabling us to offer some more scholarships to BoS Conference Online, first event next week, 9 March.
As supporters, they help support us to enable smart and awesome people who would otherwise be unable to attend the event to come, learn, join the community and get a helping hand to start the next phase of their career and journey as an entrepreneur.