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April Dunford (Founder/CEO, Ambient Strategy) - Positioning for Growth: How To Make Complex Products Obviously Awesome

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Positioning for Growth – How to Make Complex Products Obviously Awesome
We operate in markets that are insanely crowded, and struggle to reach customers that are overwhelmed with choices. Positioning is more important than ever yet most companies fail to strategically choose a market position for their products. In this talk April will show you how to assess your own positioning and what to do if it’s weak. She will walk you through a process for positioning around your strengths and how to strategically choose a market context that makes those strengths obvious to customers. Lastly she will show a series of examples of startups that unlocked rapid revenue growth through a strategic shift in positioning.

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April Dunford (Founder/CEO, Ambient Strategy) - Positioning for Growth: How To Make Complex Products Obviously Awesome

  1. 1. OBVIOUSLY AWESOME: POSITIONING FOR GROWTH April Dunford @aprildunford aprildunford.com
  2. 2. WHAT POSITIONING IS NOT A TAG LINE MESSAGING BRANDVISIONPOINT OF VIEW GTM STRATEGY “MARKETING”
  3. 3. MARKETING + SALES POSITIONING
  4. 4. POSITIONING: A DEFINITION POSITIONING defines how our product is THE BEST IN THE WORLD at providing SOMETHING that a well-defined set of CUSTOMERS cares a LOT about
  5. 5. POSITIONING ANWERS FUNDAMENTAL QUESTIONS: WHAT IS THIS? WHY SHOULD I CARE?
  6. 6. @aprildunford POSITIONING IS LIKE CONTEXT SETTING FOR PRODUCTS
  7. 7. @aprildunford
  8. 8. @aprildunford
  9. 9. @aprildunford
  10. 10. @aprildunford
  11. 11. A SHIFT IN POSITIONING CAN COMPLETELY TRANSFORM THE WAY WE SEE A PRODUCT
  12. 12. Customers will use what they KNOW to make sense of what they DON’T
  13. 13. Market Categories Trends What is this? Why should I care? Why now?
  14. 14. Market Categories help Customers FOCUS
  15. 15. Customers Use What They Know about the Market to Understand Solutions
  16. 16. Market Competitor Price Features Target Customer @aprildunford
  17. 17. Email for Lawyers Outlook Gmail Cheap or Free Inbox, Spam, Calendar Lawyers @aprildunford
  18. 18. Team Collab. for Lawyers Slack- ish $$ File sharing ++ Lawyers @aprildunford
  19. 19. Position DELIBERATELY HOW DO WE DO POSITIONING? Follow a PROCESS2 1
  20. 20. 1: We need to position products DELIBERATELY
  21. 21. What if I told you…your DATABASE is not a DATABASE
  22. 22. 2: Follow a Positioning Process….
  23. 23. CRAP YOU LEARN IN MARKETING CLASS THE TRADITIONAL POSITIONING STATEMENT FOR ____(target market)____ ___(our offering)___ IS A ___(market category)___ WHICH PROVIDES ___(benefit)___ UNLIKE ___(competitor)___
  24. 24. COMPONENTS OF POSITIONING Positioning Alternatives Unique Attributes ValueCust. Segments Market Category @aprildunford
  25. 25. THE POSITIONING PROCESS @aprildunford
  26. 26. I TOOK NOTES FOR YOU @aprildunford
  27. 27. HOW A NICHE PLAY BECAME A UNICORN
  28. 28. Market Categories Trends What is this? Why should I care? Why now?
  29. 29. We confuse “trends” with “markets”
  30. 30. CRM Database Network AIMachine Learning AR/VR BlockchainAccounting Software Group Chat Security Systems Cloud Market Categories: Things you buy Trends: Apply to Markets
  31. 31. Buyers don’t want to be left BEHIND
  32. 32. Trends Market Context Your Solution SPICY!
  33. 33. Trends Market Context Your Solution @aprildunford
  34. 34. Trends Market Context Your Solution @aprildunford
  35. 35. Trends Market Context Your Solution @aprildunford
  36. 36. @aprildunford
  37. 37. @aprildunford
  38. 38. @aprildunford
  39. 39. Trends Market Context Your Solution @aprildunford
  40. 40. Position DELIBERATELY HOW DO WE DO POSITIONING? Follow a PROCESS2 1 Layer on a TREND (carefully)3
  41. 41. THANKS!! AprilDunford.com April@AprilDunford.com @aprildunford

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