Product Positioning

April 4 - April 19, 2022

Instructor: April Dunford

Teaching Assistants: TBD

📜 Course Overview

The Product Positioning Sprint is a two-week intensive course from April Dunford, the world’s leading product positioning consultant and best-selling author. In this course, you’ll learn how to use the power of positioning to capture the unique value of your product and win in a crowded market. The sprint teaches the Positioning Process - five steps that help you discover your product’s differentiated value, your best-fit customers, and the right market category for your product.

✏️ Course Objectives

By the end of this sprint, you will be able to:

1. Apply a systematic, repeatable positioning process to identify your product’s secret sauce
2. Help your customers understand why your product matters to them
3. Differentiate your offering from your competitors
4. Translate your positioning into an effective sales pitch

📚 Course Materials

Note: You’ll receive access to the below the week before the sprint

• Sprint Center: This is your home base for all content including modules, lessons, case studies, livestream links/recordings, and project instructions. (Access on Wednesday 3/30)
• Slack: Discuss sprint content, meet your cohort/section, and work through your project. You will receive an email invitation to sign up for Slack. (Access on Friday 4/1)
• Sprint Workbook: Use this workbook to complete your homework (reflection questions) and document the components of your product positioning after each module.
• Positioning Workshop Template

💬 Course Participation

This is an intensive course, designed for you to engage actively with course material and put your learnings into action. Students who get the most out of this sprint are those who engage and participate with the community. This includes: