Positioning at a Startup Vs. a Big Company Positioning with April Dunford

Today’s episode is all about how to position startups and big companies. While there is some overlap, the two can be very different. I cover a lot of ground, including: 


The three things startups need to focus on for positioning 
Why half of B2B purchase decisions end in no decision 
How not to mistake marketing problems as positioning problems
Determining when a positioning shift is needed for a big company
Why the size of a company can complicate positioning 
The difference between company, division, and product positioning 
How to handle positioning when an acquisition occurs

—

If you want to skip ahead:

(00:00) Welcome to today’s show! 

(01:32) How to position for startups

(05:43) Startups must try this

(07:55) Investor pitch creep

(10:00) Marketing vs positioning problems

(13:25) Category creation for startups

(15:00) How to position for big companies

(19:20) Umbrella, division, and product positioning 

(23:20) Positioning after an acquisition 

(25:10) What isn’t different between the two

(26:50) A big announcement

—

Where To Find April Dunford:

Podcast Website: https://www.positioning.show/ 

Personal Website: https://www.aprildunford.com/ 

LinkedIn: https://www.linkedin.com/in/aprildunford/ 

Instagram: https://www.instagram.com/aprildunford/ 

Twitter: https://twitter.com/aprildunford

—

Production and marketing by https://penname.co/