Week 2: Positioning case studies

When it comes to positioning our products, we have to acknowledge they don’t exist in a vacuum. We’re always competing in a crowded marketplace, no matter how niche we might think our offering is.

In this article, April Dunford explains three of the main competitors; the hordes, the giant, and the ghost, and walk you through how to position your products or services for maximum impact, with examples from my experiences not only competing but winning.