Episodes
Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors
In this episode, I go deep on one of my favorite topics: value. First, I’ll define value vs. differentiated value, and explain why the latter is key to everything. We'll explore how to find the right balance between features ...
How Shopify Moved Upmarket And Unlocked Billions In Growth — Hana Abaza
Today I’m joined by Hana Abaza, an experienced SaaS Marketer. Most recently, Hana served as Shopify’s Global Head of Revenue Marketing where she helped them reach billions of dollars in revenue. In today’s episode, we discuss...
Single-Product vs. Multi-Product Positioning: A Comprehensive Guide
Today’s episode is absolutely loaded with information. I cover the challenge of positioning for a single-product company compared to a multi-product company and share two specific examples on the topic. I also discuss how to ...
Understanding the Distinction Between Competitors and Competing Alternatives (And Why It Matters)
In today’s episode, you’ll learn why understanding your competition is critical for positioning and how many people get it wrong. I share a story about the deceptive nature of data and why you need to carefully evaluate bad-f...
From Cold Calls To Positioning Expert: The Story Of How I Got Here
Join me for our first episode, where I share how a simple shift in positioning saved a product from failure, igniting my passion for positioning. I’ll explore Clayton Christensen's Jobs To Be Done Framework and how it revolut...
Welcome to the Positioning Show
Welcome to The Positioning Show with me, your host, April Dunford. I am the best-selling author of Obviously Awesome and a seasoned marketing professional who has worked with over 100 companies to help nail their positioning....