In today’s episode, I explore why market category is a good starting point for developing great positioning.

You will learn:

* Viewing your market category is context-setting for your products/company.

* Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.)

* Understanding your product/company's unique value proposition before determining market category.

* Why positioning involves identifying what sets your product apart from competitors and the status quo.

* Why positioning in an underserved segment of an existing market category is easier than creating a new category.

* Communicating the differentiated value of your product or service.

* Why companies need to go deeping into their value props to help customers understand how they can deliver unique value for their business.

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If you want to skip ahead:

(3:50) Market categories and their role in positioning products/companies, with a focus on differentiated value.

(7:46) Positioning and messaging for startups, focusing on understanding customer needs and differentiated value.

(11:26) Positioning and market categories in business.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/consultant

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

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Mentioned in this episode:

* My article about market category in which I discuss the opening scene of the movie Baby Driver: https://aprildunford.substack.com/p/understanding-the-job-of-a-market

* Positioning: The Battle for Your Mind, a book by Al Ries and Jack Trout: https://amzn.to/3JrR4zJ

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Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

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

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