Context & Positioning: The Fast Path from Why? to Wow! - #GHConf18

April Dunford
Founder, Rocket Media
@AprilDunford
Context & Positioning:
The Path from Why?
to Wow!
#GHConf18

OBVIOUSLY AWESOME
@aprildunford aprildunford.com

WHY CONTEXT
MATTERS:
AN EXPERIMENT

Ball
Cap
This
Sloppy
Action
Dirty Metro
Plaza
Garbage
BinsDid Not
Stop

STREET
PERFORMER!

Big
Camera
Dope
White
Bow Ties
Fancy
Wood
Feeling It
Program
Says he
Won
Awards
‘n Stuff

GENIUS!

CONTEXT CAN KILL
EVEN A GREAT PRODUCT
VS

CUSTOMERS
CONTEXT FOR COMPANIES & PRODUCTS
COMPETITION
BRANDING &
MESSAGING
PROMOTIONAL
PRODUCTS
CHANNELS PRICING

WE IGNORE
CONTEXT
COMPLETELY

EXAMPLE: WHAT IF I TOLD YOU
YOUR DATABASE IS NOT A DATABASE?

WHY ARE WE SO BAD AT
CONTEXT SETTING?

NEW IDEAS START WITH A DESIRE TO
MAKE AN EXISTING THING BETTER

BUT WE STRETCH
THAT DEFINITION
UNTIL IT BECOMES
SOMETHING ELSE

WE DON’T NOTICE THIS
GRADUAL TRANSFORMATION

BUT OUR
CUSTOMERS
ARE
CONFUSED,
AFRAID
(OR BORED)

CONTEXT CAN HIGHLIGHT
STRENGTHS
(OR HIDE THEM)

EXAMPLE: CAKE INNOVATION

WHAT YOU SAID IT WAS

CAKE
FUNDAMENTALLY
NOT CAKE
OLD THINKING GIVES CURRENT
PRODUCTS AN ADVANTAGE

LOLLIPOP CAKEPOP
NEW THINKING CHANGES
CUSTOMERS PERCEPTION

HOW DO WE SET CONTEXT?

STEP 1: LET GO
OF THE PAST

STEP 2: ISOLATE
YOUR KEY
DIFFERENTIATORS

STEP 3: POSITION
IN A MARKET
WHERE YOUR
UNIQUE VALUE IS
OBVIOUS

EXAMPLE: ARE BOTH OF THESE
THINGS ROBOTS?

EXMAPLE: A CRM FOR EVERYONE
OR A CRM FOR BANKERS?

CHOOSE
YOUR BEST
STAGE

Learn more about the
GrowthHackers Conference at
GrowthHackers.com/Conference

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