• Getting to the Root of the "We Have No Differentiation" Problem

  • Oct 17 2024
  • Length: 28 mins
  • Podcast

Getting to the Root of the "We Have No Differentiation" Problem

  • Summary

  • 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:

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