What if people aren’t buying your product or service because their idea of what it does is wrong?

In this episode, Shane asks April Dunford to reveal all her secrets about what makes good and bad product positioning.

If you’re an executive at a company, this episode will make you reflect on your current marketing and sales pipelines and ask, “Are we doing this right?” If you’re a designer, engineer, or marketer at a company, this episode will teach you the secrets to selling a product that will help get you promoted and earn trust within your organization.


--

00:00 - Intro
00:56 - Positioning, explained
14:56 - Why is positioning important?
18:49 - B2B vs. B2C positioning
27:12 - When re-positioning a product failed
30:40 - How to identify customer's pain points
32:44 - How to position a product on a sales page
36:15 - How technology has changed positioning
39:49 - How to evaluate product positioning
43:52 - Who's in charge of positioning at a company?
48:36 - On storytelling
54:44 - Should a company have a point of view on the market?
58:30 - Dealing with gatekeepers in B2B marketing
01:01:11 - Mistakes people make with positioning
01:03:30 - What schools get wrong about marketing
01:07:08 - Secrets of B2B decision-making
01:09:27 - On success


--

OUR FREE NEWSLETTER: https://fs.blog/newsletter/


📈  OUR MOST POPULAR INTERVIEWS
🎬  The Full Story of Naval Ravikant:    • The Angel Philosopher Naval Ravikant ...  
🎬  Bill Ackman - Getting Back Up:    • Bill Ackman: Dealing with Haters, My ...  
🎬  Secrets to Healthy Relationships with Esther Perel:    • Secrets to Healthy Relationships | Es...  

🎙 Listen to the show 
iTunes: https://podcasts.apple.com/us/podcast...
Spotify: https://open.spotify.com/show/1VyK52N...

GET IN TOUCH
🌍 Our website - www.fs.blog

JOIN OUR COMMUNITY
https://fs.blog/membership/

ABOUT THE KNOWLEDGE PROJECT
Like the mentor you’ve always dreamed of having, The Knowledge Project shares timely yet timeless lessons for work and life. Past guests include Naval Ravikant, Daniel Kahneman, Jim Collins, Angela Duckworth, Seth Godin, Melanie Mitchell, & Esther Perel.