April Dunford: Bad positioning kills businesses before they even start
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April Dunford: Bad positioning kills businesses before they even start
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Most founders think a deal is won or lost in the pitch. April Dunford, the world's leading authority on positioning, says it's already lost before the pitch starts.
Get the full thinking behind this podcast in my book, No Bullshit Strategy: https://www.amazon.co.uk/No-Bullsh-Strategy-Founders-Actually/dp/1803136510
Positioning is the answer to one question a buyer is always asking: why pick you over everything else? Get it wrong and you never land on the short list, and you don't survive the first call. You lose before you've begun.
In this episode:
- How to spot a real positioning problem from an awareness one
- The competitor that beats up to 70% of deals by doing nothing
- Why enterprise software and a box of cereal are sold in completely different ways
- Why April makes her clients do the positioning themselves
More from me: https://alexmhsmith.substack.com/
Follow the show: https://podfollow.com/the-rare-mind