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Intermediate
Dunford reframes competitors as competitive alternatives, starting with the status quo of doing nothing, which is the real rival in a crowded market. She shows how to build differentiation a specific customer cares about instead of a longer feature list. This is the practical bridge from I have many competitors to here is the exact value I hold for my best fit buyer.
Positioning and Competition
From April Dunford (aprildunford.com) by April Dunford 12 min read
- Your first competitor is the status quo, not the other logos
- Differentiation only counts when your best fit customer cares about it
- Position against the alternatives a buyer actually shortlists
