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Dunford's rule that you build for the champion rather than for every persona in the account settles the buyer versus user argument faster than any framework. It also stops teams building four sets of messaging they will never maintain.
A Guide to Positioning with Multiple Products, Segments and Personas
From aprildunford.substack.com by April Dunford 14 min read
- April Dunford's view: multiple target segments rarely need separate positioning, because the differentiated capabilities are the same.
- A single-product company does not need distinct company positioning and product positioning.
- Position for the champion, since the champion is the only person who can make a deal happen while everyone else can kill it.
- The simpler the positioning, the stronger it is and the easier it is for the team to make it real in the market.
