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Summary: April Dunford on product positioning, segmentation, and optimizing your sales process
- April Dunford is an expert at product positioning and wrote the book on it - Obviously Awesome.
- Positioning defines how your product is the best in the world at delivering some value that a set of companies care about.
- It's hard to measure bad or weak positioning, but you can feel a sluggishness with customers who do not understand the product.
- Most cases April has dealt with are misalignment problems within orgs and not positioning problems.
- The five key steps to figuring out your product’s positioning are: competitive alternatives, unique attributes, translate into value, target customers and the market you win.
- An early-stage company trying to find PMF does not need to nail positioning as it involves a lot of validation of the product hypothesis first.
- Segmentation involves things like firmographics, while personas are created to identify who the internal champion is for prospective buyers.
- Positioning is a precursor to messaging, which is the text on the homepage. Branding is the differentiation for the brand to be distinct.
- April has worked hands-on with over 200 companies on positioning, including Google, IBM, Postman, and Epic Games.
- April helped Help Scout figure out its differentiation, which they found to be their philosophy of customer service.
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