Want to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies. Using my battle-tested methodology, I'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. If you're an entrepreneur, marketer, or business leader who wants to stand out, this podcast is for you.
Latest episodes
Showing 20 · updated from the feed
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
Apr 2 25 min
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
Mar 19 24 min
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
Mar 5 22 min
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
Feb 19 29 min
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
Feb 5 27 min
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
Jan 22 27 min
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
Feb 27 2025 25 min
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:
Feb 13 2025 29 min
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
Jan 30 2025 25 min
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
Oct 17 2024 28 min
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.
Oct 3 2024 33 min
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
Sep 19 2024 28 min
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.
Aug 15 2024 37 min
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.
Aug 1 2024 31 min
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,
Jul 18 2024 42 min
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
Jul 4 2024 48 min
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
Jun 13 2024 42 min
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
May 30 2024 31 min
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
May 16 2024 51 min
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
May 2 2024 18 min
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Chart positions
Where Positioning with April Dunford ranks today in each Apple Podcasts chart (US, Oct 17, 2026).
A curated, balanced selection of Apple Podcasts reviews.
April does a masterful job breaking down what is inherently a very complex topic and making it understandable. Positioning is taken for granted across nearly all functions, when in fact it’s one of the few key strategic tools that can make a difference; it’s also one of the critical decisions to make explicit instead of assumptive. Her experience and subject matter expertise comes through in literally every episode. Her books are just as applicable as her podcast and they reinforce key concepts in a wonderful way. Thank you!
Atc plane · Apr 2025
April hosts one of my favorite business podcasts. Her guidance is insightful, candid and practical. She has guests that I don’t hear elsewhere and are also insightful, candid and practical. I recommend her books and this podcast to all of the SaaS startup businesses I advise.
Eagles_fan_1 · Dec 2024
I first become aware of April’s work when she appeared on a podcast by Tim Ferris. Since then I have read both of her books, and listened to nearly every podcast she has produced so far. I have also recommended her work to numerous friends and colleagues, and made it mandatory reading for some of my staff. She is the clearest thinker and the best explainer you will ever find on matters of positioning for B2B companies.
Svanti · Jun 2024
April shares her first hand experience and insights in every episode. She’s great at breaking down concepts about positioning and strategy into clear explanations with good examples. Keep it up you rock!
blablah review · May 2024
Podcast is repetitive. Host constantly interrupts and talks over the guests. Either let them talk or don’t have interviews. You can tell it’s throwing them off too.
nbsfmc · Jul 2024
We strive to present a balanced view by showing a diverse range of reviews from Apple Podcasts.
Here you find the Apple Podcasts chart positions of Positioning with April Dunford, its latest episodes to listen to directly, and reviews from listeners. Rankings are updated daily for the United States.
