Signs You Need to Reposition

The classic symptom: a great product nobody gets. Trials go fine but deals stall on 'we don't see the value'. Prospects constantly compare you to products you don't think you compete with. Buyers say you're too expensive, meaning the price is wrong for the category they mentally filed you in, not wrong in absolute terms.

Other tells: your happiest customers describe you in words that don't appear anywhere on your website. Or you consistently win in one niche while losing everywhere else, which is a segment and a frame trying to introduce themselves.

Dunford's own career case: a struggling database product repositioned, with minimal product change, as business intelligence for a market that suddenly understood it, and revenue followed. When love is concentrated somewhere unexpected, the fix is usually the frame, not the features.