Product Positioning by April Dunford

[gyp]

speaker: April Dunford
topic: Product Positioning
video: https://www.mindtheproduct.com/product-positioning-by-april-dunford/
length: 1:03

In this #mtpcon Digital 2020 keynote, April Dunford, author of Obviously Awesome, answers the key question: “How do we beat our competitors?” emphasising the importance of product positioning and outlining a battleplan-like methodology, showing how to fight fights you can win, turn competitor strengths to weaknesses, and how to justify why your product is the priority.

Watch the video to see her talk in full. Or read on for an overview of her key points:

• Fight fights you can win
• Turn competitor’s strengths to weaknesses
• Justify your product as the priority

April highlights how “customers really see our products within a context of alternatives… not in isolation”. In order to sell our products we must “step back and think about how we actually beat these different kinds of competitors”.