The Role of Market Category in Differentiation

In today’s episode, I explore why market category is a good starting point for developing great positioning.
You will learn:
* Viewing your market category is context-setting for your products/company.
* Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.)
* Understanding your product/company's unique value proposition before determining market category.
* Why positioning involves identifying what sets your product apart from competitors and the status quo.
* Why positioning in an underserved segment of an existing market category is easier than creating a new category.
* Communicating the differentiated value of your product or service.
* Why companies need to go deeping into their value props to help customers understand how they can deliver unique value for their business.

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If you want to skip ahead:
(3:50) Market categories and their role in positioning products/companies, with a focus on differentiated value.
(7:46) Positioning and messaging for startups, focusing on understanding customer needs and differentiated value.
(11:26) Positioning and market categories in business.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

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Mentioned in this episode:

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Get April Dunford’s books and audiobooks:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”
“Sales Pitch: How to Craft a Story to Stand Out and Win.”

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

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[winharvardimpactprofits]

Great Work April, I truly love your Positioning WORKMANSHIP❤️

[gregbernardphillip]

April, thanks for sharing all the content you share.
I run a travel company on Nevis in the Caribbean, so I am not in the B to B tech space, yet I find the practical knowledge I gain from you immensely helpful.

[PathosConsultingGroup]

I recommend you to literally everyone. When I stopped selling to prospects and started helping them understand the market and coaching them in how to make a good buying decision, it took the pressure off of them and off of me. I'm clear about what we are the best at, why it matters, and what the alternatives are. That's it.

[leahleeds]

Thank you April!!! I would love to assist you someday!