Steve Klein (@stevenklein - https://twitter.com/stevenklein) of LaunchNotes talks with April Dunford (author of Obviously Awesome) about how to reinforce positioning through product launches.
🔗 Links
* Apri’s website: https://www.aprildunford.com/
* April on LinkedIn: https://www.linkedin.com/in/aprildunford/
* April’s book: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005
🚀 Check out LaunchNotes: https://launchnotes.com
🙏 Join Launch Awesome: https://www.launchnotes.com/launch-awesome
📺 Follow on YouTube: https://www.youtube.com/channel/UClgMZx0kGDSSBAQG0wkDRyg
Check out the LaunchNotes Podcast: https://launchnotes-podcast.launchnotes.io/
📝 Show notes
(00:00) - Introductions
(02:53) - Product led vs. sales led
(06:04) - Positioning vs. messaging vs. narrative
(15:33) - How to tie small product changes into your positioning
(22:04) - Expanding positioning to include more customers
(26:04) - Measuring the effectiveness of positioning and messaging
(36:58) - April's book about product positioning
(42:21) - Identifying companies with great positioning
(44:40) - Reinforcing positioning without reusing the exact same words
(48:53) - When to create and share a positioning document