Video

How to nail your product positioning

April Dunford · YouTube Free Intermediate

How to nail your product positioning

A fast, free walkthrough of the same positioning framework as her book, useful if you want the buyer/champion distinction explained out loud in under an hour before committing to the full read. Good to watch with a cofounder and pause to map your own deal.

  • Segment your market around who gets the most value from your specific strengths, not who is easiest to reach
  • Identify your internal champion separately from your economic buyer early in every sales conversation
  • Positioning should change depending on which stakeholder in the room you are speaking to
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The question it answers

  1. Should my ideal customer be the person who pays or the person who uses the product?

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