April Dunford is a product positioning expert who helps executives zero in on the real competitive alternatives to their product.

In this post, we’ll share some of her tips.

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Growing a business can be rough. Even after you’ve drafted a masterful business plan and secured enough capital to see it to fruition, you’re still facing an uphill battle.

In fact, 65 percent of businesses fail within their first 10 years.

So how do you beat the odds? You can start by leveraging these four winning concepts NYU Stern Professor Scott Galloway lays out in his upcoming Business Strategy Sprint.

We’ll break them down.

How do you make your product stand out in a sea of competitors? Product Strategy alum Justin Lee shares his approach.

Building a new product is nerve-racking, especially if you’re taking a shot at something that’s never been tried before.

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Will it end up being a YouTube or a Quibi? An iPod or a Zune? If it fails, will you ever be able to bounce back?

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Luckily, you can build confidence by reducing risk. That’s where product experimentation comes in.