Podcast · ~60 min

April Dunford on product positioning, segmentation, and optimizing your sales process

April Dunford · Lenny's Podcast Free Intermediate

The clearest single hour on how positioning, segmentation and personas differ and how they connect to the sales call. Dunford has done this with 200+ companies including Postman, so the examples are concrete.

Open on lennysnewsletter.com ↗

It answers 5 questions

  1. What is an ICP and how is it different from a persona? People use both words for the same thing.
  2. What is positioning in plain English, and why does everyone insist we have got it wrong?
  3. Our positioning reads fine on the website but every rep says something different on calls. How do I fix that?
  4. How do the best companies keep their ICP sharp as they grow instead of letting it blur into everyone?
  5. How do the best B2B companies get positioning agreed when product, sales and the founders all disagree?

Read with it

  1. The argument for treating positioning as iterative and cross-functional rather than a one-time launch decision, which is what... aprildunford.com Article · ~8 min read Everything You Know About Positioning Is Wrong April Dunford
  2. A real company showing its ICP before and after, including the messy middle where they were guessing. The point that narrow... Product for Engineers (PostHog) Newsletter · ~12 min read Defining our ICP is the most important thing we ever did Andy Vandervell
  3. Video · ~30 min How to Talk to Users Eric Migicovsky
  4. A five step exercise you can actually run in a room this week, ending in the market frame of reference that makes your... aprildunford.com Article · ~12 min read A Product Positioning Exercise April Dunford
  5. A rare account of the specific moments a GTM changed shape, from narrowing to cold email agencies, to reversing the demo, to... First Round Review Article · ~25 min read The GTM Inflection Points That Powered Clay to a $1B+ Valuation Varun Anand
  6. Taylor is good on the part reps own but rarely get credit for: feeding what you hear on calls back into positioning and... In Depth (First Round Review) Podcast · ~60 min "Everyone wants a silver bullet": selling lessons from Sam Taylor of Dropbox, Quip and now Loom Sam Taylor
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