How to Turn a Competitor's Strength into a Weakness

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can double as weaknesses in different markets.* Opportunities for challenger brands to carve out niche markets.* The differences between platform and tool positioning and their respective advantages.* Competing with legacy brands.* Competing against free or low-cost products.* Appealing to end users versus decision-makers.* Using manager-level value propositions to win deals against free tools.* Focusing on high-value market segments to avoid a race to the bottom.* Examples of successful positioning from companies like Salesforce, IBM, and Snowflake.—If you want to skip ahead: (00:37) Marketing Jiu-Jitsu(01:51) Empowering End Users vs. IT(05:01) Market Leadership vs. Challenger Strategies(09:54) Niche Market Strategies and CRM Examples(13:26) Platform vs. Tool(21:05) Competing Against Free and Low-Cost Products(26:43) Focusing on High-Value Segments—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: https://www.linkedin.com/in/aprildunford/ April’s Twitter/X: https://twitter.com/aprildunford —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—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: https://www.youtube.com/@positioningshow —This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com