Context & Positioning: The Fast Path from Why? to Wow! - #GHConf18
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April Dunford, founder of Rocket Media, discusses the importance of context and positioning for companies and products. She argues that ignoring context can confuse and lose customers. Dunford provides examples of how context can highlight or hide a product's strengths, and how positioning a product in a market that emphasizes its unique value makes that value more obvious to customers. Her key recommendations are to let go of the past, isolate differentiators, and position in a market where unique value is clear.
Context & Positioning: The Fast Path from Why? to Wow! - #GHConf18
- 1. April Dunford Founder, Rocket Media @AprilDunford Context & Positioning: The Path from Why? to Wow! #GHConf18
- 3. WHY CONTEXT MATTERS: AN EXPERIMENT @aprildunford aprildunford.com
- 4. Ball Cap This Sloppy Action Dirty Metro Plaza Garbage BinsDid Not Stop @aprildunford aprildunford.com
- 6. Big Camera Dope White Bow Ties Fancy Wood Feeling It Program Says he Won Awards ‘n Stuff @aprildunford aprildunford.com
- 8. CONTEXT CAN KILL EVEN A GREAT PRODUCT VS
- 9. CUSTOMERS CONTEXT FOR COMPANIES & PRODUCTS COMPETITION BRANDING & MESSAGING PROMOTIONAL PRODUCTS CHANNELS PRICING
- 11. EXAMPLE: WHAT IF I TOLD YOU YOUR DATABASE IS NOT A DATABASE? @aprildunford aprildunford.com
- 12. WHY ARE WE SO BAD AT CONTEXT SETTING? @aprildunford aprildunford.com
- 13. NEW IDEAS START WITH A DESIRE TO MAKE AN EXISTING THING BETTER @aprildunford aprildunford.com
- 14. BUT WE STRETCH THAT DEFINITION UNTIL IT BECOMES SOMETHING ELSE
- 15. WE DON’T NOTICE THIS GRADUAL TRANSFORMATION @aprildunford aprildunford.com
- 16. BUT OUR CUSTOMERS ARE CONFUSED, AFRAID (OR BORED) @aprildunford aprildunford.com
- 17. CONTEXT CAN HIGHLIGHT STRENGTHS (OR HIDE THEM) @aprildunford aprildunford.com
- 18. EXAMPLE: CAKE INNOVATION @aprildunford aprildunford.com
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- 26. WHAT YOU SAID IT WAS @aprildunford aprildunford.com
- 27. CAKE FUNDAMENTALLY NOT CAKE OLD THINKING GIVES CURRENT PRODUCTS AN ADVANTAGE @aprildunford aprildunford.com
- 30. LOLLIPOP CAKEPOP NEW THINKING CHANGES CUSTOMERS PERCEPTION @aprildunford aprildunford.com
- 31. HOW DO WE SET CONTEXT? @aprildunford aprildunford.com
- 32. STEP 1: LET GO OF THE PAST @aprildunford aprildunford.com
- 33. STEP 2: ISOLATE YOUR KEY DIFFERENTIATORS @aprildunford aprildunford.com
- 34. STEP 3: POSITION IN A MARKET WHERE YOUR UNIQUE VALUE IS OBVIOUS @aprildunford aprildunford.com
- 35. EXAMPLE: ARE BOTH OF THESE THINGS ROBOTS? @aprildunford aprildunford.com
- 36. EXMAPLE: A CRM FOR EVERYONE OR A CRM FOR BANKERS? @aprildunford aprildunford.com
- 38. APRILDUNFORD.COM
- 39. Learn more about the GrowthHackers Conference at GrowthHackers.com/Conference