에이프릴 던포드
Positioning consultant, author of Obviously Awesome
163 records in all
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Principles are our summary of their public statements.
Clearly demonstrate why the product is superior to manual processes or spreadsheets to overcome customer inertia.
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To win business, the first competitive alternative we need to beat is the status quo.2 more supporting quotes are in the member records.
In a new market, marketing must first convince the target audience that a problem exists before attempting to sell a specific solution.
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Until prospects believe they have a problem to solve, efforts to market solutions will be really ineffective. Why should I care about your solution? I don't even have that problem!2 more supporting quotes are in the member records.
While investors care about future vision, customers buy based on the differentiated value a product provides for their current problems today.
3 more supporting quotes are in the member records.
Positioning must be developed in concert with product features, ensuring that what is built directly supports how the product is sold and perceived.
3 more supporting quotes are in the member records.
Positioning should be based on actual business results and customer behavior rather than internal assumptions or creative sessions.
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But starting with storytelling without working on positioning first is dangerous.Positioning is not the result of a story. Stories require positioning as an input.1 more supporting quote is in the member records.
A product can find massive success by moving away from a broad market and focusing on a specific niche where its value is obvious.
2 more supporting quotes are in the member records.
Founders should provide a broad context of what the product is before diving into specific features or technology.
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Framing helps audiences quickly get oriented so that they can understand what's going on and focus their attention on the action.In my experience, every product can be framed in multiple ways and some frames are better than others.1 more supporting quote is in the member records.
Scale the sales team by first hiring someone to handle pre-qualification and logistics before hiring a full-cycle sales closer to replace the founder.
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At this stage it might be tempting to hire a sales person that already has a deep set of contacts in your target market. In my experience this is almost always a mistake2 more supporting quotes are in the member records.
You are seeing 24 basic records. Membership answers from all 163 of this master's records.
See membershipMarketing, brand and copywriting
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