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Product positioning is an important process for developing strategies that inform how users will think about your products. Product positioning seeks to instil the truth about your product through effective messaging and storytelling techniques that clearly explain your value offering to potential users or customers. There are two major categories of product positioning strategies that can be found across different products and industries. The Product Marketing Alliance Sub-Saharan Africa Scholar, April Dunford, will share her findings with you. She explains the 7 critical elements that you should consider for building a product positioning strategy.