April Dunford is a consultant and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career running marketing, product and sales teams at a series of successful startups. She is the author of the best-selling book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it. Here are a few of the topics we’ll discuss on this episode of Long Story Short:
- April’s detailed product positioning framework
- The root cause of most weak positioning — and how to fix it
- How positioning is different from messaging and branding
- The misalignment that occurs across marketing, sales, and product teams within companies — and the issues that causes for buyers
- How to paint your product in the right light
- The dominant emotion for B2B buyers (and how to tap into it)
Resources:
Obviously Awesome by April Dunford
The Challenger Sale by Brent Adamson and Matthew Dixon
The Challenger Customer by Brent Adamson, Pat Spenner, Nick Toman, and Matthew Dixon
The Four Steps to the Epiphany by Steve Blank
Positioning by Al Ries and Jack Trout
Connect with April:
Connect with Jeff:
Connect with Sirkin Research:
10/17/22 • 44 min
1 Listener
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/the-sirkin-research-podcast-216918/obviously-awesome-with-april-dunford-24375141"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to obviously awesome with april dunford on goodpods" style="width: 225px" /> </a>
Copy