How To Think About Competition

Today, I will talk about how to address your competition, which is commonly mismanaged. Once again, you’ll see it all comes back to positioning and differentiated value. I’ll share with you: Why it’s almost always a bad idea to name the competition when you’re the market leader Real-life examples of companies naming their competitors The benefit you gain from naming and positioning your competitors when you’re small How to combat lies and negativity from your competitors Thanks for listening! — If You Want To Skip Ahead: (00:21) How my book launch went (01:47) Addressing competition by putting them into buckets (03:43) Why market leaders should never mention the competition (05:03) Slack’s letter to Microsoft that named them as a competitor (09:16) DocuSign's ad mentioning Dropbox (10:36) Why you might build a custom landing page based on a search query (11:24) The benefit of naming the competition if you’re small (13:08) Positioning your competitors (16:57) Combating negative positioning from competitors (21:41) Closing thoughts — 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 — Referenced: Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand/dp/1999023021 Slack’s “Dear, Microsoft” letter: https://slack.com/blog/news/dear-microsoft — Production and marketing by https://penname.co/

Om Podcasten

Want to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies. Using my battle-tested methodology, I'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. If you're an entrepreneur, marketer, or business leader who wants to stand out, this podcast is for you.