Join me as I speak with April Dunford, the world's foremost expert in positioning for technology companies and the author of Obviously Awesome.
Together, we explore the fascinating world of positioning and answer key questions like: What's the relationship between positioning, messaging, and go-to-market strategies? How does it tie into product market fit? And why should you prioritize it before lead generation? We also discuss signals of weak positioning, successful repositioning stories, and tips for early-stage founders. Tune in to learn about the three styles of positioning and way more.
Chapters:
00:00 Intro
00:09 Defining positioning and its relationship with messaging and go-to-market strategies
01:29 The relationship between positioning and product market fit
05:26 April’s unconventional path to becoming a positioning expert
10:38 Prioritizing positioning before lead generation
14:13 Signals to watch out for weak positioning
21:37 Repositioning success stories
27:58 Starting with your best customers for great positioning
31:45 Customer discovery and interview tips
41:22 Positioning for early-stage founders
46:10 Positioning for multiple segments of products
51:36 The three styles of positioning
01:00:09 What comes after positioning: crafting the sales pitch
01:03:30 Lightning round
Guest Contact Info:
https://www.linkedin.com/in/aprildunford/
https://www.aprildunford.com/
Sponsor: This podcast is brought to you by grwth.co. Grwth offers fractional CMOs, paired with best-in-class digital marketing execution to support early-stage startup success. With a focus on seed and series A companies, Grwth has helped a number of SaaS, digital health, and e-commerce startups build their go-to-market function and scale up. To learn more and book a free consultation, go to grwth.co.
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