Article · 15 min read

Positioning Jujitsu: How to Win Against Powerful Competitors

April Dunford · The Marketing Meetup Free Intermediate

Splits competitors into the hordes, the giants and the ghosts and gives a different move for each. The giants section is the practical answer to being compared to an incumbent on every call.

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It answers 2 questions

  1. Buyers keep comparing us to a big incumbent. How do I even respond in a first call?
  2. Our competitor's category is bigger and better funded. How do I carve out a segment we can actually win?

Read with it

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  3. Kramer's four product types (vertical solution, new way, 10x better, buy versus build) tell you what you are positioning... MKT1 Newsletter Newsletter · 20 min read The MKT1 Guide to Positioning Emily Kramer
  4. Video · 30 min A Buyer-Centric Approach to Competitive Positioning April Dunford
  5. Podcast · 53 min Girish Mathrubootham: Biggest Product and Pricing Lessons from Scaling to $597M in ARR | E1142 Girish Mathrubootham
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