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A founder writing up her own repositioning in detail, including naming Intercom and Customer.io directly and landing on a smaller pond. Honest about how many attempts it took, which most positioning writing hides.
How We Used April Dunford's 10-Step Method to Overhaul Positioning at Userlist
From Userlist by Jane Portman 16 min read
- Userlist's own tell was that the elevator pitch did not work: prospects could not say what the product did.
- Moving the category from email automation to customer messaging made prospects grasp it instantly.
- Their statement names competitors outright: more efficient than building it yourself, less complex than Intercom or Customer.io.
- Positioning was not a one-time exercise: it changed four times between 2017 and 2022.
