Real value from beginning to the end. No fluffy talk, no "manifestation", no "you can be a millionaire in 48 hours" clickbait BS. Just pure value from someone who worked in the IT services industry.
Books she mentioned: 1. “The lean startup” by Eric Ries 2.“Positioning the battle for your mind” by Jack Trout and Al Ries 3. Jolt Effect by Matt Dixon
This is a long interview but really a good real value I see there especially when I needed to confirm some on point answers to specifics-- I just refer to how you categorize it here. 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 So, thank you!!!
Fabulous. High calorie infirmation. Helpful. Nice to see an intelligent interviewer who actually listens and supports the conversation without interruption to show themselves off like too many other podcasters who make it impossible to listen. Love how they take notes with a pen and a blocknote.
I love this attitude! You get it. Any time I find something that resonates, I want to listen over and over until it becomes part of my philosophy. It becomes part of me. I’ve found you attract success by becoming more attractive. Success is looking for a good place to stay.
Components of Positioning 1. Competitive alternatives: If you didn’t exist, what would a customer do? 2. What do you have that the alternatives don’t? 3. What is the value of those features? Why does it matter? 4. Who cares a lot about that? (finding niche) 5. Build messaging around that. 6. Don’t talk about the features, talk about why features matter.
Don't think I've ever been more disappointed to get to the end of a youtube vid. I could have listened to another hour .. or more. Excellent everything. Thank you, have subscribed and look forward to viewing more past and future interviews.
This is the best so far I have come across. This lady is a genius. My God! I can go the whole day watching this video on and off. Thanks for giving us this priceless value. Jessssss!
This is a true gem. April is really insightful and she's very clear when she's going from high-level POV to detailed examples. It's a very good interview.
As someone who has been involved in business development for over 20 years, and built 4 industry leaders, I can tell you the information in this video is excellent. It is a must see for entrepreneuers and business owners. April was fantastic!
you are amazing, dude. this is my first time here and you let the guest take the spotlight, you were almost invisible (compliment) but asked insightful questions and kept the conversation going SMOOTHLY. some big questions I have been struggling with regarding my project were answered thanks to this video so I'm grateful.
you are amazing, dude. this is my first time here and you let the guest take the spotlight, you were almost invisible (compliment) but asked insightful questions and kept the conversation going SMOOTHLY. some big questions I have been struggling with regarding my project were answered thanks to this video so I'm grateful.
I have accidentally landed on this Gold...i have learned in an hour more than all the years in university..this is superbly educative content!bless you both for this.
The best disucssion I've heard on understanding how B2B purchasing works. The points around postitioning are right on point. I watched the entire video, something I rarely do. Well done!
She’s a beast. For a similar value per word episode check out this interview on the the art of telling better stories th-cam.com/video/bZDiwANRS84/w-d-xo.htmlsi=QMzwN8aLbvqqe-7N
Business to Business is so different. “If people understood how difficult it is to buy something, and indecision being a large reason are good insights. Thank you
This is something revealing a really good marketing content with high valuable teach ! She talked about some really valuable lessons with getting examples through out 3 books 1) Lean Start up - Erik Ries 2) Positioning : The battle of your mind by Jack trout & AY Ries 3) Jolt effect : Dixon Mathew
This is an excellent masterclass of positioning. More value than in all coaching programs I have anntended in the last years for positioning a SaaS company. Thanks for this amazing value on Easter time 🙏🙏🙏.
Excellent. 👏🏼 I specialise in growth and GTM strategy and positioning is one pillar of my framework, yet I always tell clients positioning is the key. April explains this incredibly well. Most people immediately think of brand positioning only and miss all of this.
So brilliantly articulated, I am going to love Marketing after all 😅 And I bought her book 📕 right away because I have my Personal Branding to fix in April, Thank you 🙏 for this gem 💎
I think this is a video podcast about marketing that helped me clear my strategic thinking and put things into perspective by enabled me to clearly see new hidden opportunities in my business.
Were your questions provided to the guest in advance? The reason I ask is because she was quick to respond with so much value. Great podcast! Keep going.
As a marketing expert, the key to driving more sales, building loyal customers, and securing bigger promotions lies in the understanding the value of relationships, consistency, and strategy. First and foremost, It's all about building trust. Loyal customers are born when you consistently deliver value and exceed their expectations. A great product or service is just starting point. Customer service, personalized experiences, and engagement through channels like social media, email, and even offline interactions keep coming back. When it comes to increasing sales, a targeted approach is essential. Understanding your audience's needs pain points, and desire enables you to craft the night messaging and offers. Marketing is about solving problems, no t just selling products. You also need to stay innovative with your tactics, whether it's through content marketing, paid ads, referral programs, or leveraging influencers.
this video is on another level. A master class worth thousands. Thank you for posting this video. You should interview Jule Kim next on lead generation and SEO.
Outstanding conversation. I’m getting so much value from this episode. I can’t remember the last time I actually watched a whole interview. Shane thanks so much for producing this show.
For a company, segmentation and target is the first thing, and then you can figure out positioning , then do the branding , and the marketing strategy and tactics used to support your positioning and branding. By the way, this is really great video and the speaker taught us lots , even I am the marketer already, I learnt from it so much and thanks
This is fantastic for both business and career. I just accepted a tentative job offer because I repositioned myself based on the feedback and insight I got while job hunting. I applied consciously and got a yes in 5 weeks.
Absolutely! Positioning is the cornerstone of effective marketing and sales strategies, guiding how products fulfill customer needs. 🚀 Finding that unique niche and dominating it before expanding is a smart move for any company looking to make a lasting impact in the market.
Positioning defines how your product is best in the world at delivering some value that some well defined customers cared about. -- This is a very clear definition.
- Find an under served sub-segment - work to dominate that sub segment **Factors/requirements to consider when positioning your product*** **Types/examples of market/product positioning** - assumptions put into the consumers mind
Oh sh*t, this so good! As a tech founder, this TH-cam video just popped up and i gave it a try since our product is kinda in a big pool of similar products. After listening to this, i know what i need to do much clearer.
Ok, so the first 4 min 20 secs of this video is BRILLIENT! This is everything (true positioning). Shane, how did you not respond to April by saying at least WOW! or that's the way to look at this, or great perspective, something?
Wow, I found someone else to fan. This was the most amazing interview in the content was fantastic. I’ve never seen this TH-cam channel before but just because of the interview I would subscribe made me rewrite my offer letters. ❤
Each and every word from this is a masterclass. Not only answers but questions as well are well thought out. Excellent insights on B2B Positioning. Thanks for this class act!
This is yet another Shane Saver. Many insights to build from and discover competitions weaknesses to exploit, but one more question? Is not product positioning a sister to production creation, marketing, etc which all runs under the disappeared merchandising team?
They are defined as a foundation model, give them a hand with marketing is what they need 🎉❤ NKN has someone well versed and deep in Ai engineering/machine learning expert, he leads a bigger pack. I think he help deliver !
I just ended meeting with my team on how to take positioning and found this video. It was absolutely insightful and fun to watch this video and also it has increased my confidence by giving me knowledge to solve my current probolem in business. Thank you so much for sharing knowlegde through video!!! 😊🙏🙏
Real value from beginning to the end. No fluffy talk, no "manifestation", no "you can be a millionaire in 48 hours" clickbait BS. Just pure value from someone who worked in the IT services industry.
Right on! Gotta bypass fake gurus
😊😊
Indeed!
You can be millionare all yo need is my course
Mom I 😮want mk😮 ma 😮ma 😮😮@@filmawayvlad
Books she mentioned: 1. “The lean startup” by Eric Ries 2.“Positioning the battle for your mind” by Jack Trout and Al Ries 3. Jolt Effect by Matt Dixon
Thank you!
You read my mind! was just preparing to skim through again and find the names! Thanks Abner!
@@ancestream313 Me too. Thank you for your thanks and Abner for listing the books for us😊
Thanks 😂
Massive thanks!
An MBA class in a podcast! Congratulations on the show!
Exactly
It's always refreshing to listen to a true expert speak and drop heavy jewels from start to finish. I learned a lot.
This is a long interview but really a good real value I see there especially when I needed to confirm some on point answers to specifics-- I just refer to how you categorize it here. 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
So, thank you!!!
This woman is a prize. Best video on TH-cam i have seen in years 🎉
Fabulous. High calorie infirmation. Helpful. Nice to see an intelligent interviewer who actually listens and supports the conversation without interruption to show themselves off like too many other podcasters who make it impossible to listen. Love how they take notes with a pen and a blocknote.
High calorie: That's some poet stuff. I like that
This is not something you can listen to passively this is real noteworthy information
💯
0:17 The most common way tech companies position themselves is find an underserved subsegment of the market. And push out from there. Totally agree.
This woman is a genius. This woman is a true leader in the tech game.
Agreed. I couldn't find her name. Any idea?
@@PhirunKao April Dunford, she has a lot of videos on youtube boss.
I’m going to listen to this every day for the rest of my life.
Why?
😮🤣
🤷♂️
Can you summary in 3 part?
I love this attitude! You get it. Any time I find something that resonates, I want to listen over and over until it becomes part of my philosophy. It becomes part of me. I’ve found you attract success by becoming more attractive. Success is looking for a good place to stay.
Components of Positioning
1. Competitive alternatives: If you didn’t exist, what would a customer do?
2. What do you have that the alternatives don’t?
3. What is the value of those features? Why does it matter?
4. Who cares a lot about that? (finding niche)
5. Build messaging around that.
6. Don’t talk about the features, talk about why features matter.
Great❤
Don't think I've ever been more disappointed to get to the end of a youtube vid. I could have listened to another hour .. or more. Excellent everything. Thank you, have subscribed and look forward to viewing more past and future interviews.
This is the best so far I have come across. This lady is a genius. My God! I can go the whole day watching this video on and off. Thanks for giving us this priceless value. Jessssss!
This is a true gem. April is really insightful and she's very clear when she's going from high-level POV to detailed examples. It's a very good interview.
This is the best interview I’ve seen in forever! Now a big fan of this podcast and April Dunford. We finally have concrete lessons!
As someone who has been involved in business development for over 20 years, and built 4 industry leaders, I can tell you the information in this video is excellent. It is a must see for entrepreneuers and business owners. April was fantastic!
you are amazing, dude. this is my first time here and you let the guest take the spotlight, you were almost invisible (compliment) but asked insightful questions and kept the conversation going SMOOTHLY. some big questions I have been struggling with regarding my project were answered thanks to this video so I'm grateful.
you are amazing, dude. this is my first time here and you let the guest take the spotlight, you were almost invisible (compliment) but asked insightful questions and kept the conversation going SMOOTHLY. some big questions I have been struggling with regarding my project were answered thanks to this video so I'm grateful.
I have accidentally landed on this Gold...i have learned in an hour more than all the years in university..this is superbly educative content!bless you both for this.
The best disucssion I've heard on understanding how B2B purchasing works. The points around postitioning are right on point. I watched the entire video, something I rarely do. Well done!
This Mom deserves a Nobel Prize ..Kudos to this channel for acquiring such knowledge from someone who knows what she's talking about..
Wow, the best 1 hour I have invested on TH-cam for a long time. April Dunford, you rock!
One of the most valuable 1 hr 12 min of my life
Most titles make these huge promises & disappoint.
This woman delivers. I’m only 1/3 in & super impressed with what she’s shared.
She’s a beast. For a similar value per word episode check out this interview on the the art of telling better stories th-cam.com/video/bZDiwANRS84/w-d-xo.htmlsi=QMzwN8aLbvqqe-7N
Business to Business is so different. “If people understood how difficult it is to buy something, and indecision being a large reason are good insights. Thank you
This is something revealing a really good marketing content with high valuable teach ! She talked about some really valuable lessons with getting examples through out 3 books
1) Lean Start up - Erik Ries
2) Positioning : The battle of your mind by Jack trout & AY Ries
3) Jolt effect : Dixon Mathew
More value packed into an hour than anything I've seen in a long, long time.
This is an excellent masterclass of positioning. More value than in all coaching programs I have anntended in the last years for positioning a SaaS company. Thanks for this amazing value on Easter time 🙏🙏🙏.
The Story Telling segment is so valuable, in particular.
You have a talent for making complex topics accessible and enjoyable to read
This is the most genius interview I have seen in ages on YT.
Arguably great personal branding and self development advice as well
No fluffs. She grinds each question to dust. She’s really equipped for sure
Excellent. 👏🏼 I specialise in growth and GTM strategy and positioning is one pillar of my framework, yet I always tell clients positioning is the key. April explains this incredibly well. Most people immediately think of brand positioning only and miss all of this.
Great book called "Positioning," written by AL Ries and Jack Trout. A must-read for all marketers.
April is such a breath of fresh air with great usable example, no hype and all quality.
Amazing interview. What a fountain of wisdom she is. Very well hosted. So glad i bumped into this.
Thank you @April Dunford for sharing your expert, helpful, insights!!
So brilliantly articulated, I am going to love Marketing after all 😅 And I bought her book 📕 right away because I have my Personal Branding to fix in April,
Thank you 🙏 for this gem 💎
I think this is a video podcast about marketing that helped me clear my strategic thinking and put things into perspective by enabled me to clearly see new hidden opportunities in my business.
This is one of the best podcast interviews I ever saw! Great Value!
Wow, so much value here! Your breakdown of positioning was so clear and thorough.
Love how she speaks with such clarity and knowledge! Great content.
30 minutes in .. this woman is a real deal! Amazing critical thinking and communication, thank you, Shane.
Were your questions provided to the guest in advance? The reason I ask is because she was quick to respond with so much value. Great podcast! Keep going.
As a marketing expert, the key to driving more sales, building loyal customers, and securing bigger promotions lies in the understanding the value of relationships, consistency, and strategy.
First and foremost, It's all about building trust. Loyal customers are born when you consistently deliver value and exceed their expectations. A great product or service is just starting point.
Customer service, personalized experiences, and engagement through channels like social media, email, and even offline interactions keep coming back.
When it comes to increasing sales, a targeted approach is essential. Understanding your audience's needs pain points, and desire enables you to craft the night messaging and offers.
Marketing is about solving problems, no t just selling products. You also need to stay innovative with your tactics, whether it's through content marketing, paid ads, referral programs,
or leveraging influencers.
Thanks
this video is on another level. A master class worth thousands. Thank you for posting this video. You should interview Jule Kim next on lead generation and SEO.
Wow - she’s awesome! I’m a tech startup founder focused on b2b, and she’s so on point. Thanks for the invaluable advice and knowledge.
Thanks!
Outstanding conversation. I’m getting so much value from this episode. I can’t remember the last time I actually watched a whole interview. Shane thanks so much for producing this show.
For a company, segmentation and target is the first thing, and then you can figure out positioning , then do the branding , and the marketing strategy and tactics used to support your positioning and branding.
By the way, this is really great video and the speaker taught us lots , even I am the marketer already, I learnt from it so much and thanks
Just made me see and understand how positioning can be frickin brilliant 🎉
Very enriching discussion. Just pure wisdom from an expert with a wealth of knowledge
This is probably most valuable talk i heard this year ! Super thankful!!!
This is fantastic for both business and career. I just accepted a tentative job offer because I repositioned myself based on the feedback and insight I got while job hunting. I applied consciously and got a yes in 5 weeks.
Man, this is PURE GOLD.
Absolutely! Positioning is the cornerstone of effective marketing and sales strategies, guiding how products fulfill customer needs. 🚀 Finding that unique niche and dominating it before expanding is a smart move for any company looking to make a lasting impact in the market.
This is better than going to marketing school... I love her wealth of knowledge.
Positioning defines how your product is best in the world at delivering some value that some well defined customers cared about. -- This is a very clear definition.
The most per-minute useful and informative video on marketing I've seen in many years.
- Find an under served sub-segment
- work to dominate that sub segment
**Factors/requirements to consider when positioning your product***
**Types/examples of market/product positioning**
- assumptions put into the consumers mind
I am in love with this woman! What an absolute reservoir of knowledge and experience. Love it!
this is very insightful, fills gaps and correct misunderstandings for intermedium level marketers .
Oh sh*t, this so good! As a tech founder, this TH-cam video just popped up and i gave it a try since our product is kinda in a big pool of similar products. After listening to this, i know what i need to do much clearer.
Ok, so the first 4 min 20 secs of this video is BRILLIENT! This is everything (true positioning). Shane, how did you not respond to April by saying at least WOW! or that's the way to look at this, or great perspective, something?
Wow, I found someone else to fan. This was the most amazing interview in the content was fantastic. I’ve never seen this TH-cam channel before but just because of the interview I would subscribe made me rewrite my offer letters. ❤
Glad you found us.
April is a brilliant teacher
1. Find an underserved sub segment of the market. Dominate that segment. Push out from there.
Great positioning is about where u can win.
You should write a book
Great interview you can't even imagine how it helps to get rite way of marketing, please countinue episode like this
I love it, it helps a lot on my mornings thinking another step to do on my bussines
Value ++++. Thank you very much for sharing your knowledge with us Mrs April Dunford.
In this podcast is the best podcast i watched ever
Each and every word from this is a masterclass. Not only answers but questions as well are well thought out. Excellent insights on B2B Positioning. Thanks for this class act!
This woman is my career idol ,she is very talented ,professional ，and beautiful in every way ❤
Fantastic interview, Shane! April is the real deal. I resonate 💯.
A precious moment. Thank you for this. God bless April. And God bless you.
This is yet another Shane Saver. Many insights to build from and discover competitions weaknesses to exploit, but one more question? Is not product positioning a sister to production creation, marketing, etc which all runs under the disappeared merchandising team?
What a fantastic example the Tim Horton's one! 💥
A delicious example that I need.
Such a great expert! Every minute is worth to watch! Thank you❤️
Omg I really love to hear this episode. It gives more value than positioning subject that I learnt at uni 😅. Thanks for sharing this!
Pure Gold that's 100% free. No need to pay £20k for a marketing course to get this info.
Thank you for this interview. A mind opener for sure. April is wonderful would love to learn more from her, I kind of didn’t want it to end :)
They are defined as a foundation model, give them a hand with marketing is what they need 🎉❤ NKN has someone well versed and deep in Ai engineering/machine learning expert, he leads a bigger pack. I think he help deliver !
I just ended meeting with my team on how to take positioning and found this video. It was absolutely insightful and fun to watch this video and also it has increased my confidence by giving me knowledge to solve my current probolem in business. Thank you so much for sharing knowlegde through video!!! 😊🙏🙏
So good. April crushed this. Clear and value packed
THIS IS MORE THAN GOLD
An amazing video! Full of valuable synthetized clear insights!!❤
Wow, best interview ever. So helpful and easy to understand.
This is the best podcast ❤
This is seriously a master class on decision fear and B2B marketing - Spectacular information!
I've been listening to this podcast for years it's my first time to see Shane's face haha
Great interview and immense knowledge, thank you April. I'm definitely going to use this knowledge throughout my career. Very insightful ❤🎉
Positioning, as you expect and define here, is essentially predicated on differentiation of the product or service in question.
Your dedication is incredible
I extremely like the video, man. Very helpful and informative. Thank you very much. It is presented so well too. Great, positive work.
The guy asking question is really good at what he is doing.
Wonderful episode Shane. Very insightful on the positioning. It answers many questions
Great questions by Shane, great content by April Dunford.
Keep sharing great info!