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Context & Positioning: The Fast Path from Why? to Wow! - #GHConf18

We operate in crowded noisy markets where customers are bombarded with thousands of marketing messages a day. How do you ensure your messaging rises above the clamor of information coming from your long list of competitors? In this presentation, April shows you why context is the key to developing breakthrough thinking that paves the way for breakthrough products to succeed in the market.

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Context & Positioning: The Fast Path from Why? to Wow! - #GHConf18

  1. 1. April Dunford Founder, Rocket Media @AprilDunford Context & Positioning: The Path from Why? to Wow! #GHConf18
  2. 2. OBVIOUSLY AWESOME @aprildunford aprildunford.com
  3. 3. WHY CONTEXT MATTERS: AN EXPERIMENT @aprildunford aprildunford.com
  4. 4. Ball Cap This Sloppy Action Dirty Metro Plaza Garbage BinsDid Not Stop @aprildunford aprildunford.com
  5. 5. STREET PERFORMER! @aprildunford aprildunford.com
  6. 6. Big Camera Dope White Bow Ties Fancy Wood Feeling It Program Says he Won Awards ‘n Stuff @aprildunford aprildunford.com
  7. 7. GENIUS! @aprildunford aprildunford.com
  8. 8. CONTEXT CAN KILL EVEN A GREAT PRODUCT VS
  9. 9. CUSTOMERS CONTEXT FOR COMPANIES & PRODUCTS COMPETITION BRANDING & MESSAGING PROMOTIONAL PRODUCTS CHANNELS PRICING
  10. 10. WE IGNORE CONTEXT COMPLETELY @aprildunford aprildunford.com
  11. 11. EXAMPLE: WHAT IF I TOLD YOU YOUR DATABASE IS NOT A DATABASE? @aprildunford aprildunford.com
  12. 12. WHY ARE WE SO BAD AT CONTEXT SETTING? @aprildunford aprildunford.com
  13. 13. NEW IDEAS START WITH A DESIRE TO MAKE AN EXISTING THING BETTER @aprildunford aprildunford.com
  14. 14. BUT WE STRETCH THAT DEFINITION UNTIL IT BECOMES SOMETHING ELSE
  15. 15. WE DON’T NOTICE THIS GRADUAL TRANSFORMATION @aprildunford aprildunford.com
  16. 16. BUT OUR CUSTOMERS ARE CONFUSED, AFRAID (OR BORED) @aprildunford aprildunford.com
  17. 17. CONTEXT CAN HIGHLIGHT STRENGTHS (OR HIDE THEM) @aprildunford aprildunford.com
  18. 18. EXAMPLE: CAKE INNOVATION @aprildunford aprildunford.com
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  22. 22. WHAT YOU SAID IT WAS @aprildunford aprildunford.com
  23. 23. CAKE FUNDAMENTALLY NOT CAKE OLD THINKING GIVES CURRENT PRODUCTS AN ADVANTAGE @aprildunford aprildunford.com
  24. 24. LOLLIPOP CAKEPOP NEW THINKING CHANGES CUSTOMERS PERCEPTION @aprildunford aprildunford.com
  25. 25. HOW DO WE SET CONTEXT? @aprildunford aprildunford.com
  26. 26. STEP 1: LET GO OF THE PAST @aprildunford aprildunford.com
  27. 27. STEP 2: ISOLATE YOUR KEY DIFFERENTIATORS @aprildunford aprildunford.com
  28. 28. STEP 3: POSITION IN A MARKET WHERE YOUR UNIQUE VALUE IS OBVIOUS @aprildunford aprildunford.com
  29. 29. EXAMPLE: ARE BOTH OF THESE THINGS ROBOTS? @aprildunford aprildunford.com
  30. 30. EXMAPLE: A CRM FOR EVERYONE OR A CRM FOR BANKERS? @aprildunford aprildunford.com
  31. 31. @aprildunford aprildunford.com CHOOSE YOUR BEST STAGE
  32. 32. APRILDUNFORD.COM
  33. 33. Learn more about the GrowthHackers Conference at GrowthHackers.com/Conference

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