Positioning with April Dunford
April Dunford's own newsletter on B2B positioning and sales pitches. She is the author of Obviously Awesome and Sales Pitch, and writes from hands-on work with technology companies.
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Should You Create a New Product Category? Decide It Last
A new category can confuse buyers as easily as it helps them. April Dunford explains what a category is for, and why the choice comes after you know your value and your best-fit customers.
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When to Reposition a B2B Product
B2B positioning is meant to shift as the product matures. Position for what a buyer can use now, and put the positioning review on a calendar.