Episode description

On this episode of the Traction podcast, host Lloyed Lobo of Boast.AI features a talk on Product Positioning by April Dunford, Founder of Ambient Strategy and Author of Obviously Awesome from Traction Conference 2019. 

Positioning has an impact across all key product decisions, from roadmap to pricing. Buyers need context to understand new innovative offerings. Businesses that figure out how to set that context have a distinct advantage over those that don't.

April provides a methodology for picking the right positioning strategy and shares examples from companies that repositioned their products or companies to unlock hyper-growth.

More specifically, April covers:

0:44 - One of the most misunderstood concepts in product marketing

3:47 - Why positioning is still important

7:02 - The effects of positioning your product in a certain market category

12:09 - The biggest problem around positioning and how to fix it

20:03 - Competitive comparables

26:21 - A small change in branding that made a big difference

Learn more at https://tractionconf.io

Connect with April Dunford: https://www.linkedin.com/in/aprildunford/

Get April’s book Obviously Awesome at  https://www.aprildunford.com/obviously-awesome

This episode is brought to you by:

Each year the U.S. and Canadian governments provide more than $20 billion in R&D tax credits and innovation incentives to fund businesses. But the application process is cumbersome, prone to costly audits, and receiving the money can take as long as 16 months. Boast automates this process, enabling companies to get more money faster without the paperwork and audit risk. We don’t get paid until you do! Find out if you qualify today at https://Boast.AI.

Launch Academy is one of the top global tech hubs for international entrepreneurs and a designated organization for Canada's Startup Visa. Since 2012, Launch has worked with more than 6,000 entrepreneurs from over 100 countries, of which 300 have grown their startups to seed and Series A stage and raised over $2 billion in funding. To learn more about Launch's programs or the Canadian Startup Visa, visit https://LaunchAcademy.ca 

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