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Positioning Certified | Masters
Introduction
Pre-course survey
What to expect from this course (1:32)
How to get the most out of this course
Your course pack
Resource library
Why positioning is so important [30 mins]
What is positioning and why is it important? (5:57)
The perils of the positioning statement (2:27)
The difference between messaging and positioning (7:33)
A combined positioning and messaging framework
Key takeaways (1:58)
Exam #1
[Bonus] Q&A with April Dunford
Time to reflect 💡
Fireside chat [30 mins]
The relationship between positioning & messaging [Remote]
How to do positioning [80 mins]
Carrying out a positioning exercise (3:34)
Let go of the old, make way for the new (3:06)
Identify what makes you unique (16:38)
Identify the value of those features (2:40)
Find out who really cares (1:25)
Your market frame of reference (8:51)
Exam #2
Your positioning versus your competitors' (8:21)
Positioning and Competition
Positioning at a start-up (3:51)
Key takeaways (5:18)
Exam #3
[Bonus] How to nail product positioning when your company needs a refresh
Time to reflect 💡
Positioning for growth [75 mins]
Taking your positioning to the next level (17:23)
Key takeaways (1:53)
Exam #4
[Bonus] Mastering positioning for growth
Time to reflect 💡
Repositioning [40 mins]
Signs your positioning isn't working (4:07)
How to reposition your product (11:25)
Validating your positioning (3:44)
How to roll out repositioning (5:11)
How often should you review your positioning? (4:52)
Pivoting positioning in times of upheaval
Key takeaways (2:49)
Exam #5
Time to reflect 💡
Positioning <> storytelling [20 mins]
The power of storytelling (8:14)
A guide to using narrative design (4:07)
Your customers' story (6:17)
Key takeaways (1:43)
Exam #6
Time to reflect 💡
Learning feedback form
Fireside chat [30 mins]
The relationship between positioning & narrative design [Pendo]
Driving positioning internally [15 mins]
Driving positioning within your organization (5:44)
Securing leadership buy-in (6:02)
Key takeaways (2:02)
Exam #7
Time to reflect 💡
Wrap up
Wrap-up (3:56)
Course satisfaction survey
Resource library
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The perils of the positioning statement
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