Best in the World for Someone
Inspired by on Lenny's Podcast
The world's most experienced positioning consultant says the goal isn't being best in general - it's being best in the world for a specific type of person.
April Dunford has worked with over 200 companies on positioning. Her definition cuts through the noise.
'Positioning defines how your product is the best in the world delivering some value that a well-defined set of companies care a lot about.'
Not best for everyone. Best in the world for someone specific.
'That "better" has two pieces to it: what's the value and who cares about that value? Because better means something different to different segments in the market.'
Simpler is better for some. More features is better for others. Faster is better for some. More thorough is better for others.
Your parenting isn't supposed to be the best for every kid. It's supposed to be the best in the world for YOUR kid.
Stop comparing yourself to other parents. They're optimizing for different children with different needs. Define your value. Define who it's for. Then be the best at that.
PM Theme: Product positioning
Parenting Theme: Playing to your strengths
“Positioning defines how your product is the best in the world, delivering some value that a well-defined set of companies care a lot about.”April Dunford · 00:11:30
“That better has two pieces to it, what's the value and who cares about that value? Because better means something different to different segments in the market.”April Dunford · 00:36:22
