Dunford: Twitter sharpens thinking via pushback, whereas LinkedIn offers superficial praise
April Dunford · How to nail your product positioning | April Dunford (Obviously Awesome) · Jan 22, 2023 · at 1:03:54
Positioning consultant and author April Dunford explains to Lenny Rachitsky why she uses Twitter rather than LinkedIn to test and refine new strategic concepts.
0:00 / 0:18exact quote · 18.0s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“Like if I have a half-baked idea, I throw it out on LinkedIn and everyone goes, that's great, April. And that's it. Whereas if I have a half-baked idea and I throw it out on Twitter. People aren't shy about telling me I'm wrong. And I appreciate it because I kind of think that's how your thinking gets clearer.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from April Dunford
Dunford: Most legendary businesses did not create their categories
“Obviously creating a category is not the only way to create a legendary business because the vast majority of legendary businesses did not create the categories that they're in. So Google did not create search. Facebook did not create social network. Like, I m…”
Dunford: Most category creators are overtaken by fast followers
“In fact, most category creators lose the market. Like what happened to MySpace? What happened to Ask Jeeves? It didn't work out so good for them. Most category creators actually get overtaken by fast followers.”
Dunford: Future trend pitches suit VCs but cause enterprise buyers to delay
“I think that structure, it looks a lot like the structure we use in a VC pitch or an investor pitch, because we're talking about much longer timelines and we can say, look, the world is really changing and 10 years from now, there's going to be chaos and destr…”
Dunford: Half of dental procedures fail due to terrible equipment
“Half the stuff that a dentist does in your mouth is very likely to fail because the equipment is terrible and the way they actually do things like cure fillings is actually really terrible.”
Dunford: Marketing personas are a waste of time except for the champion
“I think there's really only one persona that really, really matters in this. Which is the champion in the account, and we should be very thoughtful, and we should really have our arms around that persona. And then, later in the deal cycle, we need to figure ou…”
Dunford: Sales teams should disqualify prospects who reject their core worldview
“And so if you've got a point of view on the world, And you're talking to a customer that just fundamentally doesn't agree with that. So like in the case of a help scout, they come in and they say, no, actually it's a cost center for us. Like we're just trying …”