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Positioning with April Dunford

Positioning with April Dunford

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Value vs. Objection Handling
In my positioning work, it is not unusual for teams to confuse value for customers with what I would call “objection handling.”
 • April Dunford
What to do When a Competitor Lies
Copying features isn't as easy as the marketers think it is. But why bother to do that when you can simply say you have capabilities you don't? Are you…
 • April Dunford
How to Turn a Competitor's Strength into a Weakness
We all operate in competitive markets, and often, it feels like our competitors’ strengths are impossible to overcome. In this post we examine how to…
 • April Dunford
The "No Differentiation" Illusion
How do we position a product that doesn't have any advantages over the alternatives? Let's start by entertaining the idea that maybe we're wrong about…
 • April Dunford
When To Revisit Your Positioning
You shouldn't wait until disaster strikes to adjust your positioning, but when it does, that's a great time to revisit it.
 • April Dunford
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The "No Differentiation" Illusion
 • April Dunford
What to do When a Competitor Lies
 • April Dunford
A Guide to Positioning with Multiple Products, Segments and Personas
 • April Dunford
How to Turn a Competitor's Strength into a Weakness
 • April Dunford
Positioning and Acquisitions
An acquisition – for both the acquiring company and the company that has been acquired – is a golden opportunity to revisit and tighten up positioning.
 • April Dunford
Dolly, Beyoncé and Differentiated Value
My favorite positioning quote is from Dolly Parton, who said, “Find out what you are and do it on purpose.” I think about this quote a lot (I used it in…
 • April Dunford
Shifting Positioning - Why B2B Tech is Different
Consumer products rarely shift positioning, where positioning shifts are expected and normal for B2B products. As a result, some of the key concepts…
 • April Dunford
Positioning and Pessimistic Product Thinking
One of the neat things about being a consultant is that I get to see patterns across dozens of companies that I didn’t see when I was an in-house exec.
 • April Dunford
Why Positioning Fails to Make the Jump from Marketing to Sales (and what to do about it)
Great B2B positioning will die inside the company if it doesn’t successfully make the jump from marketing to sales.
 • April Dunford
Understanding the Job of a Market Category
Market Category is important, but it is not the core of our positioning. Many companies think that positioning starts with choosing a market category…
 • April Dunford
Sales-First Storytelling
Storytelling is a popular topic among marketers. But you know what rarely comes up? Sales. Or selling, for that matter. We might admit that we aim to…
 • April Dunford
A Buyer-Centric Approach to Competitive Positioning
In positioning work, we need to understand the competitive landscape or what we need to position against.
 • April Dunford
A Guide to Positioning with Multiple Products, Segments and Personas
I am frequently asked about how we handle positioning where we have multiple products, serving multiple market segments, and being bought by a range of…
 • April Dunford
Positioning with April Dunford
Positioning with April Dunford
A newsletter that covers all things Positioning for founders, marketers and product folks. I'm April Dunford - a positioning expert, consultant, author of the books Obviously Awesome and Sales Pitch, and host of the Positioning podcast.
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