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Episode 53 – April Dunford – Obv!ously Awesome

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ebsGrowth & The Talent, Sales & Scale Show with host Bryan Whittington are joined by April Dunford, author of Obv!ously Awesome to talk positioning, branding, & messaging.  

Here’s what we covered: 

1. [3:11]​ – [4:08]​ Positioning, branding, & messaging – what’s the difference?

 

2. [4:40]​ –  [8:15]​ – Face your alternatives head-on! 

3. [8:52]​ – [11:57]​ 93% of buyers have never bought what you sell before – position your competition out of your way

4. [13:11]​ – [16:13]​ Define the space where you win to increase win rates

5. [16:36]​ – [20:06]​ Positioning thesis – create it, test it, tweak it

6. [20:56]​ – [23:24]​ Every market is competitive & has underserved segments

 

7. [24:57]​ – [28:30]​ – How to win with positioning – example

8. [29:52]​ – [33:12]​ using the 5 +1 to figure out your value 

9. [33:15]​ – [35:35]​ – Defining the problem the wrong way

10. [35:39]​ – [42:32]​ How to define problem through competitive alternatives 

11. [42:35]​ – [45:31]​Become a trusted advisor 

12. [46:19]​ – [46:59]​  Don’t get too tight too early, bring in the team & be intentional about positioning 

13. [47:25]​ – [49:21]​ Scaling advice 

14. [49:43]​ – Get to know these resources – The Challenger Customer & Sale & Positioning 

15. [51:26]​ – [52:05]​ Need to get back to strategy & fundamentals 

ebsGrowth: https://ebsgrowth.com/​

April Dunford: Twitter – @aprildunford

Connect with Bryan on LinkedIn: https://www.linkedin.com/in/brywhittington/

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