1.
OBVIOUSLY AWESOME:
POSITIONING FOR GROWTH
April Dunford @aprildunford aprildunford.com

2.
WHAT POSITIONING IS NOT
A TAG
LINE
MESSAGING
BRANDVISIONPOINT OF
VIEW
GTM
STRATEGY
“MARKETING”

3.
MARKETING
+
SALES
POSITIONING

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.
POSITIONING ANWERS
FUNDAMENTAL QUESTIONS:
WHAT IS THIS?
WHY SHOULD I
CARE?

6.
@aprildunford
POSITIONING IS LIKE
CONTEXT SETTING FOR PRODUCTS

7.
@aprildunford

8.
@aprildunford

9.
@aprildunford

10.
@aprildunford

11.
A SHIFT IN
POSITIONING CAN
COMPLETELY
TRANSFORM
THE WAY WE SEE
A PRODUCT

12.
Customers will use what they KNOW
to make sense of what they DON’T

13.
Market
Categories
Trends
What is this?
Why should I
care?
Why now?

14.
Market Categories help Customers FOCUS

15.
Customers Use What They Know about the
Market to Understand Solutions

16.
Market
Competitor
Price Features
Target
Customer
@aprildunford

17.
Email
for
Lawyers
Outlook
Gmail
Cheap or
Free
Inbox,
Spam,
Calendar
Lawyers
@aprildunford

18.
Team
Collab.
for
Lawyers
Slack-
ish
$$
File
sharing
++
Lawyers
@aprildunford

19.
Position DELIBERATELY
HOW DO WE DO POSITIONING?
Follow a PROCESS2
1

20.
1: We need to position products
DELIBERATELY

21.
What if I told you…your DATABASE
is not a DATABASE

22.
2: Follow a Positioning Process….

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.
COMPONENTS OF POSITIONING
Positioning
Alternatives
Unique
Attributes
ValueCust.
Segments
Market
Category
@aprildunford

25.
THE POSITIONING PROCESS
@aprildunford

26.
I TOOK NOTES FOR YOU
@aprildunford

27.
HOW A NICHE PLAY BECAME A UNICORN

28.
Market
Categories
Trends
What is this?
Why should I
care?
Why now?

29.
We confuse
“trends”
with
“markets”

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.
Buyers don’t
want to be
left BEHIND

32.
Trends
Market
Context
Your
Solution
SPICY!

33.
Trends
Market
Context
Your
Solution
@aprildunford

34.
Trends
Market
Context
Your
Solution
@aprildunford

35.
Trends
Market
Context
Your
Solution
@aprildunford

36.
@aprildunford

37.
@aprildunford

38.
@aprildunford

39.
Trends
Market
Context
Your
Solution
@aprildunford

40.
Position DELIBERATELY
HOW DO WE DO POSITIONING?
Follow a PROCESS2
1
Layer on a TREND (carefully)3

41.
THANKS!!
AprilDunford.com
April@AprilDunford.com
@aprildunford