Podcast · 24 min

New Thinking on Market Categories

April Dunford Free Advanced

New Thinking on Market Categories

Repositioning is really a category decision, and this is Dunford on picking the category that makes your strengths obvious rather than the one that sounds biggest. She also covers what confuses buyers when you land in the wrong one, which is your current problem.

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The question it answers

  1. We pivoted, but the market still knows us for the old thing. How do we reposition without losing the customers we already have?

Read with it

  1. Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive... Lenny's Newsletter Newsletter · 18 min read A guide to advanced B2B positioning April Dunford
  2. A founder writing up her own repositioning in detail, including naming Intercom and Customer.io directly and landing on a... Userlist Article · 16 min read How We Used April Dunford's 10-Step Method to Overhaul Positioning at Userlist Jane Portman
  3. The clearest Indian example of a company outgrowing its own product name and building an umbrella brand over Freshservice,... Forbes India Article · 7 min read Freshdesk rebrands as Freshworks to reflect bigger business management software ambition Harichandan Arakali
  4. A short, practical take on changing the business case you lead with (close more deals becomes reduce operating cost) without... Dawn Capital Article · 9 min read How B2B SaaS startups can reposition now to win Henry Mason
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