Podcast · 41 min

Unlocking Growth with Positioning at Tech Startups With April Dunford Author of Obviously Awesome

April Dunford · Prime Venture Partners Free Intermediate India

Unlocking Growth with Positioning at Tech Startups With April Dunford Author of Obviously Awesome

Chapter three of this episode is literally how to position yourself against a giant, and Dunford's answer is the one this page argues for: go at the competing alternative and the frustration, not the vendor. Hosted by Prime VP, so the examples land for founders selling from India.

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The question it answers

  1. Everyone we sell to already uses the big incumbent. How do I position against them without trashing them?

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. Gives you the four-part structure for positioning against an alternative (what they use now, what is wrong with it, your... Growth Unhinged Newsletter · 12 min read How to differentiate your product Anthony Pierri
  3. The operational half of taking on an incumbent: timing outreach to renewal windows, mining review sites for the buyer's own... MarketBetter Article · 22 min read How to Run a Competitive Displacement Campaign: The Complete Playbook for Winning Deals From Incumbent Vendors MarketBetter Team
  4. 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
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