Podcast · 27 min

Single-Product vs. Multi-Product Positioning: A Comprehensive Guide

April Dunford Free Advanced

Single-Product vs. Multi-Product Positioning: A Comprehensive Guide

Exactly your decision, worked through with two examples and the segment problem that comes with it. Dunford also covers when a company story on top is right and when it is the invented platform narrative you are trying to avoid.

Watch on YouTube ↗

The question it answers

  1. We have three products now. Do we message them separately or tell one platform story?

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. Dunford's rule that you build for the champion rather than for every persona in the account settles the buyer versus user... aprildunford.substack.com Article · 14 min read A Guide to Positioning with Multiple Products, Segments and Personas April Dunford
  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. Zoho bundling dozens of apps into one subscription, priced at Rs 1,000 per employee per month in India, is the opposite bet to... CIOL Article · 5 min read Zoho unveils bundled business app suite Zoho One CIOL Writers
eChai Partner Brands The partnership →