Ep 98 Positioning Jujitsu (with April Dunford)

Business of Software Podcast

In this talk you will learn how to:

• use strategic positioning to carve out a place in the market where you can win against any competitor of any size and share a set of detailed examples where she did exactly that.
• make sure your customers understand who your REAL competition is.
• take on a large competitor by literally naming them and then positioning them into a corner – using their own positioning against them.
• arm your sales people to teach customers how to think about the market – in a way that advantages you (at least for your real target customers).