An investigative podcast hosted by world-renowned literary critic and publishing insider Bethanne Patrick. Book bans are on the rise across America. With the rise of social media, book publishers are losing their power as the industry gatekeepers. More and more celebrities and influencers are publishing books with ghostwriters. Writing communities are splintering because members are at cross purposes about their mission. An all-new season of the investigative podcast Missing Pages premieres ...
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Business: Obviously Awesome - April Dunford
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Manage episode 313396765 series 3269526
Content provided by Sam Harris & Nicolas Vereecke, Book geeks Sam Harris, and Nicolas Vereecke. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Sam Harris & Nicolas Vereecke, Book geeks Sam Harris, and Nicolas Vereecke or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Obviously AwesomeApril Dunford extracts from her own 20+ years of real-world tech marketing experience a basic positioning framework that actually works, because she sees that positioning is often misunderstood, and can be really powerful, especially for saas startupsDefinition: Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.When customers first encounter your product they look for "signals" to try to understand what box to put your product in. These include your messaging, features, price, other customers, and most importantly, your competitive alternatives.Customers use what they know, to make sense of what they don’t know.Product categories and trendsLinking your product to a category immediately triggers a bunch of assumptions about price, target customers, features, competitors etc. TakeawaysYou win at positioning by deliberately choosing a market category where you expect to win and identify who your "best fit" customers are.Dunford identifies three different ways you can compete in a market category: head-to-head (you see yourself as the dominant player), works only in fragmented market, dominate a subsegment (you're not the overall market leader but you serve some segment of the market (e.g. customers using AWS) better than anyone), or by creating a new market category altogether (awesome if you can make it work but comes with the burden of educating your customer base about the new category).Companies fall into common positioning traps:They think a product can only be positioned in one way, when in reality the same product can be positioned in multiple ways for multiple different markets (though admittedly one at a time).They carefully design a product for a market but that market has changed.- Figure out which customers care the most about those value themes.Shift your sales and marketing to target as narrow of a customer segment as you can while still making your sales targets, as more narrow marketing is more effective.About the authorApril Dunford 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, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses.Host rating for 'Obviously Awesome'NicoRating: 5/10SamRating: 8/10Subscribe!If you enjoyed the podcast please subscribe and rate it. And of course, share with your friends!
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Hosted on Acast. See acast.com/privacy for more information.
74 episodes
MP3•Episode home
Manage episode 313396765 series 3269526
Content provided by Sam Harris & Nicolas Vereecke, Book geeks Sam Harris, and Nicolas Vereecke. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Sam Harris & Nicolas Vereecke, Book geeks Sam Harris, and Nicolas Vereecke or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Obviously AwesomeApril Dunford extracts from her own 20+ years of real-world tech marketing experience a basic positioning framework that actually works, because she sees that positioning is often misunderstood, and can be really powerful, especially for saas startupsDefinition: Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.When customers first encounter your product they look for "signals" to try to understand what box to put your product in. These include your messaging, features, price, other customers, and most importantly, your competitive alternatives.Customers use what they know, to make sense of what they don’t know.Product categories and trendsLinking your product to a category immediately triggers a bunch of assumptions about price, target customers, features, competitors etc. TakeawaysYou win at positioning by deliberately choosing a market category where you expect to win and identify who your "best fit" customers are.Dunford identifies three different ways you can compete in a market category: head-to-head (you see yourself as the dominant player), works only in fragmented market, dominate a subsegment (you're not the overall market leader but you serve some segment of the market (e.g. customers using AWS) better than anyone), or by creating a new market category altogether (awesome if you can make it work but comes with the burden of educating your customer base about the new category).Companies fall into common positioning traps:They think a product can only be positioned in one way, when in reality the same product can be positioned in multiple ways for multiple different markets (though admittedly one at a time).They carefully design a product for a market but that market has changed.- Figure out which customers care the most about those value themes.Shift your sales and marketing to target as narrow of a customer segment as you can while still making your sales targets, as more narrow marketing is more effective.About the authorApril Dunford 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, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses.Host rating for 'Obviously Awesome'NicoRating: 5/10SamRating: 8/10Subscribe!If you enjoyed the podcast please subscribe and rate it. And of course, share with your friends!
Don't Forget to leave a comment on this episode
…
continue reading
Don't Forget to leave a comment on this episode
See podvine.com/privacy-policy for podcast listener privacy info.
Hosted on Acast. See acast.com/privacy for more information.
74 episodes
All episodes
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