Positioning jujitsu – How to win against powerful competitors with April Dunford, Author of Obviously Awesome

Our products compete in markets that are frightfully crowded and competitive. Competition comes in different forms including “The Hordes” (me-too copycats that claim to do what you do), “The Giants” (established market leaders who are a “safe” choice) and “The Ghosts” (the invisible but very real option of choosing nothing and sticking to the status quo). In this session, April teaches you how smart positioning can ensure you outrun the Hordes, use the strength of the Giants against them, and bust the Ghosts by leveraging the momentum of trends.