Positioning with April Dunford

Post Positioning - Testing and Execution

In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positi

New Thinking on Market Categories

In today’s episode, I explore why companies overcomplicate market categories, how starting with the wrong category leads to confusion, and what the job of a market catego

A New Chapter on Differentiated Value

In today’s episode, I explore why differentiated value is the most important—and most misunderstood—part of positioning. I explain why customers don’t really care that mu

Competition in a Positioning Exercise

In today’s episode, I dive into why competitive alternatives—not problems or future visions—are the right place to start a positioning exercise. I explain how different t

Preparing for a Positioning Exercise

In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore ali

Decisions to Make Before a Positioning Exercise

In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunche

Positioning, Value, and Objection Handling

In today’s episode, I explore the crucial distinction between positioning your product’s value and handling objections. I explain why understanding the buyer personas in

How to Turn a Competitor's Strength into a Weakness

In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.”  You will learn: 

How to Position Against a Competitor Who Lies

In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products.  In this episode, I answer the que

Getting to the Root of the "We Have No Differentiation" Problem

In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when

Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi

In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.

How to Frame a Sales Conversation

In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknes

From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky

In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce. 

Harnessing the Power of Differentiated Value: How To Win Over Customers and Outperform Competitors

Today’s episode is a repost of one of my favorite topics: why value is important for positioning for B2B technology companies.  In this episode, first I define value vs.

Mastering Messaging for B2B Tech with Emma Stratton

In today’s episode, my guest and I explore the intricate relationship between positioning, messaging, and copywriting for B2B tech companies. I’m joined by Emma Stratton,

Rethinking Marketing and Storytelling with Martina Lauchengco

In today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a par

Rethinking Sales Strategies for Modern Markets with Loren Padelford

In today’s episode, I discuss how sales and marketing interact with Loren Padelford, a sales, marketing, cashflow, and revenue expert. You will learn: * The limitatio

A Buyer-Centric Approach to Competitive Positioning

In today’s episode, I explore the different types of competitors you face and how you can position yourself against each of them. You will learn: * How different depa

Arming Sales Teams To Win in the Market, with Brent Adamson

In today’s episode, Brent Adamson and I explore what works and what doesn't work on sales teams, and Brent’s ideas for how we should arm sales teams to go out and win in

The Role of Market Category in Differentiation

In today’s episode, I explore why market category is a good starting point for developing great positioning.  You will learn:  * Viewing your market category is context