In crowded, quickly changing markets, it’s more important than ever to have strong, differentiated positioning that can grab a prospect’s attention and make it clear why a product is a great choice for them.
In this talk, April highlights four key positioning challenges she’s seen in her work with over 300 technology companies. She breaks down the root causes of each challenge and provide practical solutions to help you avoid them. In this talk, you will learn:
- How misunderstanding your true competitive alternatives can lead you to positioning that doesn’t resonate with your best-fit prospects
- How to spot ‘product pessimism” that can block your team from positioning around your true strengths
- Why weak differentiated value is related to almost all weak positioning, and how to ensure you have it nailed
- Why some positioning efforts fail because of unanswered questions around go-to-market strategy and what critical decisions need to be made before a positioning exercise.
April Dunford
April is an executive consultant, speaker, and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning and Market strategy.
Previously April has run marketing and sales teams at a series of successful technology startups and has launched 16 products into market. She is also a board member, investor, and advisor to dozens of high-growth businesses and is the author of the book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it. You can find her at: www.aprildunford.com