Getting to the Root of the "We Have No Differentiation" Problem
In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation. You will learn: * The myth of having no product differentiation and what it means for B2B technology companies.* The importance of understanding competitive alternatives and translating capabilities into customer value.* Why a lack of differentiation leads to poor sales and business growth issues.* How irrational buyer decisions are influenced by the need to avoid risks.* The concept of "value blindness" and its impact on the marketing team.* The dangers of focusing solely on losses while ignoring the importance of analyzing wins.* How "product pessimism" can spread within teams and damage overall morale.* The significance of cross-functional collaboration in aligning a company's positioning strategy.—If you want to skip ahead: 02:30 - Question of Differentiation in B2B Products 04:29 - The Stakes of Differentiation in Buyer Decisions 06:39 - Recognizing Value in a Product 09:25 - Addressing Misconceptions About Differentiation 12:50 - Understanding True Competitive Alternatives 17:44 - The Importance of Analyzing Wins 22:47 - The Role of Segmentation in Positioning—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April’s newsletter: https://aprildunford.substack.com/ April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ April’s Twitter/X: https://twitter.com/aprildunford —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—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/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube: https://www.youtube.com/@positioningshow —This episode was produced by Story On Media & Marketing: