Article · 12 min read

Positioning and Competition

April Dunford · April Dunford (aprildunford.com) Free 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.

  • 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
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The question it answers

  1. Should I worry that my market is already crowded with competitors?

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