What if people aren’t buying your product or service because their idea of what it does is wrong?

In this episode, Shane asks April Dunford to reveal all her secrets about what makes good and bad product positioning.

If you’re an executive at a company, this episode will make you reflect on your current marketing and sales pipelines and ask, “Are we doing this right?” If you’re a designer, engineer, or marketer at a company, this episode will teach you the secrets to selling a product that will help get you promoted and earn trust within your organization.

00:00 Intro
00:56 Positioning, explained
14:56 Why is positioning important?
18:49 B2B vs. B2C positioning
27:12 When repositioning a product failed
30:40 How to identify customer's pain points
32:44 How to position a product on a sales page
36:15 How technology has changed positioning
39:49 How to evaluate product positioning
43:52 Who's in charge of positioning at a company?
48:36 On storytelling
54:44 Should a company have a point of view on the market?
58:30 Dealing with gatekeepers in B2B marketing
01:01:11 Mistakes people make with positioning
01:03:30 What schools get wrong about marketing
01:07:08 Secrets of B2B decisionmaking
01:09:27 On success

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The encyclopedia of big ideas from the big disciplines https://fs.blog/tgmm/

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