Source
Obviously Awesome
April Dunford's book on product positioning — how to define competitive alternatives, differentiated value, target customer, and market category so that everything downstream in marketing and sales has a clear context to work from. Source for the Joshua Bell busking study and Loom repositioning case (Episode 47), and for the Google-vs-Ask-Jeeves and investment-banking-CRM-niche cases (Episode 48).
Discussed in
- Episode 47 — 47- Why do marketers suck at positioning
- Episode 48 — 48- April Dunford on Nailing Product Positioning