April Dunford on product positioning, segmentation, and optimizing your sales process
with April Dunford · Jun 2022
Your product evolves, markets shift, and competitors change. Positioning that was excellent three years ago can become weak without deliberate attention. There's value in regularly checking in on positioning to see if it could be tighter or better, even if it's currently working.
Related
Ideas from across Lenny's archive that connect to this one
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022Messaging, branding, sales narratives, and marketing strategy all flow from positioning. You cannot write effective messaging until you understand who the message is for and what your value is against specific alternatives. Positioning must come first.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022Weak positioning often stems from misalignment across the organization—founder, marketing, sales, product, and customer success all have slightly different understandings. The only way to fix it is to get all these functions in a room together to build positioning collaboratively, ensuring everyone leaves singing the same song.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022You can't just claim you're 'better.' Better for a small company means simplicity and speed to value. Better for an enterprise means customization and bells and whistles. Your positioning must articulate why you're the best solution specifically for your target customer type.
Where Great Product Roadmap Ideas Come From
Jun 2019Don't assume competitors' product decisions reflect strategic insight. Copying what competitors do is listed as a rare source of great ideas because they may be following trends, reacting to pressure, or simply guessing—not executing a masterplan you should replicate.
April Dunford on product positioning, segmentation, and optimizing your sales process
Jun 2022The clearest signal of weak positioning emerges in initial customer conversations: confusion ('could you say that again?'), false recognition ('you're like Salesforce'), or missing value ('I could do that in a spreadsheet'). These are red flags that your positioning isn't landing.
Import your highlights, and we'll find the connections you've been missing.