Watch a 36-minute video featuring bestselling author and advisor April Dunford as she shares expert insights on product positioning and driving sales. Learn how to make your product stand out in a competitive market by understanding your true competition and helping customers overcome the status quo. Discover the five elements of great positioning, why "do nothing" is often your strongest competitor, and how to shift from selling to facilitating the buying process. Gain valuable tips on leading with business outcomes rather than features, and see how April applied positioning principles to grow her own personal brand. Packed with colorful anecdotes and practical takeaways, this talk offers essential strategies for B2B companies looking to improve their product positioning and sales approach.
Overview
Syllabus
- Introduction
- Working with founders, being “the positioning expert”, and why positioning is so tricky to get right
- How to make your product “Obviously Awesome”
- The five elements of great positioning
- Why “do nothing” is your strongest competitor: 50% of B2B deals are lost to “do nothing”
- Don’t sell: Rather, “help your customers buy” and what buying a toilet has to do with this
- April positions herself: How she grew her personal brand and narrowed in on her solopreneur offering
- Outro
Taught by
Docker
