What if people aren’t buying your product or service because their idea of what it does is wrong? In this episode, Shane asks April Dunford to reveal all her secrets about what makes good and bad product positioning. If you’re an executive at a company, this episode will make you reflect on your current marketing and sales pipelines and ask, “Are we doing this right?” If you’re a designer, engineer, or marketer at a company, this episode will teach you the secrets to selling a product that will help get you promoted and earn trust within your organization. -- 00:00 - Intro 00:56 - Positioning, explained 14:56 - Why is positioning important? 18:49 - B2B vs. B2C positioning 27:12 - When re-positioning a product failed 30:40 - How to identify customer's pain points 32:44 - How to position a product on a sales page 36:15 - How technology has changed positioning 39:49 - How to evaluate product positioning 43:52 - Who's in charge of positioning at a company? 48:36 - On storytelling 54:44 - Should a company have a point of view on the market? 58:30 - Dealing with gatekeepers in B2B marketing 01:01:11 - Mistakes people make with positioning 01:03:30 - What schools get wrong about marketing 01:07:08 - Secrets of B2B decision-making 01:09:27 - On success -- OUR FREE NEWSLETTER: https://fs.blog/newsletter/ 📈  OUR MOST POPULAR INTERVIEWS 🎬  The Full Story of Naval Ravikant: https://youtu.be/mGY2To_HW98 🎬  Bill Ackman - Getting Back Up: https://youtu.be/mIS3LYxgVWc 🎬  Secrets to Healthy Relationships with Esther Perel: https://youtu.be/atXKntdX2UY 🎙 Listen to the show  iTunes: https://podcasts.apple.com/us/podcast/the-knowledge-project-with-shane-parrish/id990149481 Spotify: https://open.spotify.com/show/1VyK52NSZHaDKeMJzT4TSM?si=abde3cc6a48d43ef GET IN TOUCH 🌍 Our website - www.fs.blog JOIN OUR COMMUNITY https://fs.blog/membership/ ABOUT THE KNOWLEDGE PROJECT Like the mentor you’ve always dreamed of having, The Knowledge Project shares timely yet timeless lessons for work and life. Past guests include Naval Ravikant, Daniel Kahneman, Jim Collins, Angela Duckworth, Seth Godin, Melanie Mitchell, & Esther Perel.