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.

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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

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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:   / aprildunford  
April’s Twitter/X:   / aprildunford  

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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

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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:    / @positioningshow  

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com