April Dunford’s mtpcon Digital 2020 keynote on positioning was so good that we couldn’t pass up the opportunity to dig deeper into the topic with her. This is one of the dark arts for many product people, and it has such a deep effect on everything else you do – take a listen to upgrade your skills and start understanding your customers better.
In this episode, sponsored by Amplitude, listen to learn about:
- What positioning is
- How to make a good positioning statement
- Building a story brand
- Knowing your market
Quote of the Episode
If your product is in the market, it’s positioned whether you’ve done it deliberately or not. Because your customers will position it – whether you like that or you don’t.
- Follow April on Twitter and LinkedIn and her Website
- Buy April’s book, Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
- April’s Userlist post, 10-Step Method To Overhaul Positioning
- Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller
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The Product Experience is hosted by Lily Smith and Randy Silver.
Lily enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Head of Innovation at Go Compare and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol (which now has 800+ members!) and runs ProductCamp in Bristol and Bath.
Randy is a product consultant and coach who has been working as an interactive producer and product manager across the US and UK for nearly 20 years. A recovering music journalist and editor, he launched Amazon’s music stores in the US and UK, and has worked across sectors including museums and arts groups, online education, media and entertainment, retail and financial services. He’s held Head of Product roles at HSBC and Sainsbury’s, where he also directed their 100+-person product community. Randy’s book, What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19 is out now, with all profits going to COVID-19 relief efforts.