Eric Duerr: Aristotle, argument theory and perfect positioning

In this episode, Werner Moison sits down with Eric Duerr, VP of Strategy and Advisor to the CEO, Bentley Systems, to discuss the finer points of positioning in B2B tech marketing. They explore the distinction between positioning and messaging, the importance of understanding market segmentation, and the challenges that come with change in the tech industry. Eric shares his insights on how to achieve unique positioning that emphasises their core beliefs and arguments effectively. How can companies integrate positioning into company culture and maintain an edge in the fight for relevancy?

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This episode is 25 minutes long.

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This episode was published on February 23, 2026.

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