Mastering Strategy, Vision, and Positioning

It's frustrating to see the widespread misuse of business terminology in the corporate world. Terms such as strategy, positioning, and vision are frequently interchanged or confused. Today, I'll clarify these terms, discussing when and how to use them. I’ll share with you:

• The difference between strategy, vision, and positioning
• Pitching to investors vs. pitching to potential customers
• The importance of adapting positioning
• An explanation of Geoffrey Moore’s “bowling pin” strategy
• Examples of implementing the “bowling pin” strategy earlier in my career
• Why you don’t need a story for your strategy
• The importance of having a shared vocabulary within your organization

Thanks for listening!
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If You Want To Skip Ahead:
(00:17) How the book tour is going
(01:02) A brief overview of vision, strategy, and positioning
(04:02) The difference between pitching to investors and potential customers
(06:30) How positioning evolves as your strategy progresses
(07:18) How to use the “bowling pin” strategy
(08:21) “Bowling pin” strategy examples from Janna Systems and Tulip Retail
(13:51) Common pitfalls people make in discussing strategy
(17:24) The importance of clarifying terminology with your team members
(18:55) Closing thoughts

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Where To Find April Dunford:

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Referenced:

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[Missrai]

As an entrepreneur, I just discovered you on the Knowledge podcast show and I took an Uber straight to your page with my note pad ready😅😅😅

[maravedisresearch]

I read your 2 books and used themfor our posintioning and sales pitch.I recommended them to clients and partners. You are amazing!

[rtubiras]

I just discovered you 3 days ago and been watching your videos none stop!

[beespeedy]

I feel like cheating for knowing that you exist.. I can't wait to indulge in your teachings!

[conorphillips]

Love the clarity of this video ! Thank you.

[kripalbedi]

You made a lot of difference to my thought process _ Thanks April

[DialloGatabaki]

Hey April, i'm new to your work but I'm already hooked. You make complex, disparate concepts easy to understand and I'm here for it

[artashesvardanyan]

Hey April, great episode. As for the episode planning pls consider talking about talking about positioning for different audiences: for an audience that is problem-aware and has no clue about the solution, and another audience that is solution-aware to some extent (word of mouth, conferences, etc) but is a bit not very keen to try now.

[SUNCHIP_BUBBLESOFFICIAL]

The company I quit was exactly like what you said about storytelling about our strategies. This drove me nuts!! Thank you for putting this problem on the stage. ❤

[yvettesidoris]

I love the way you explain, it’s so helpful and also I love your energy and knowledge. ❤️

[katharina]

Hi April, again, another amazing podcast episode. I really appreciate your pragmatic approach to marketing and, of course, positioning in particular. What you said about the story and branding resonates with me and my own experience, or perception of business communications. I just love the way you state your view on things so clearly and straight-forward. Thanks for sharing all this amazing stuff!

[StephenMoultonInterviewExpert]

I love your insights and examples. Thank you

This is an amazing and enlightment episode!. Thanks for your time and knowledge. Canyou please make an episode about your definitions of Marketing and Branding?

[albertbass]

Hello April, just came across ur podcast. It is amazing.

[soulsearch]

Let me be the pesky that I am. It all start by defining the vision. You create a rock solid plan (part of it is positioning). Then you devise an innovative strategy to implement the plan to bring your vision to fruition. There! In a nutshell. Go ahead and interview me.

[CoachJJ]

Marketing often times seem like kids playing with knives; having their finger on psychology as a core input to their communication outputs, and without the proper constraints they seem to whip up things that sound better than they fly.