Shows
BuildersWhy do brilliant products still fail with April DunfordIn this episode, positioning legend April Dunford breaks down why “product-market fit” is a myth, how founders should think about positioning, and what separates products that grow from those that disappear.We talk about April’s early days turning a failing database product into a billion-dollar success, why most startups get positioning completely wrong, and how to make customers finally get what you do in 30 seconds.If you’re a founder, product manager, or marketer, this episode will completely change how you think about your product story, differentiation, and growth.Subscribe to my newsletterhttps://www.mahmoudkhodor.comConnect with April on Linke...
2025-11-021h 19
The Forget The Funnel PodcastPositioning vs. Messaging: The Costly Mistake SaaS Founders Keep MakingToo many SaaS founders and GMT leaders confuse positioning with messaging—and it’s holding back their growth. If you’ve ever struggled with homepage copy, sales messaging, or team alignment, this episode is for you.Georgiana Laudi (Forget The Funnel) and April Dunford (author of Obviously Awesome and Sales Pitch) break down why messaging can’t work without clear positioning—and how this confusion leads to weak differentiation, internal misalignment, and wasted marketing and product growth efforts.If your SaaS messaging feels scattered or ineffective, your positioning might be the real p...
2025-03-1248 min
Positioning with April DunfordPositioning, Value, and Objection HandlingIn 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 a B2B deal is essential to tailor messaging for champions versus other stakeholders. I also highlight scenarios where objection handling can transform into a core value driver under certain market conditions. You will learn: (00:00) Why Value and Objection Handling Aren’t the Same* Value drives purchase decisions, while objection handling removes potential blockers.* Focusing on core value themes helps customers remember what sets your product...
2025-02-2724 min
Positioning with April DunfordHow to Turn a Competitor's Strength into a WeaknessIn 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 competitor strengths can double as weaknesses in different markets.* Opportunities for challenger brands to carve out niche markets.* The differences between platform and tool positioning and their respective advantages.* Competing with legacy brands.* Competing against free or low-cost products.* Appealing to end users versus decision-makers.* Using manager-level value propositions to win deals against free tools.* Focu...
2025-02-1329 min
Positioning with April DunfordHow to Position Against a Competitor Who LiesIn 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 question: When you want to discuss your differentiated product or service, what do you do if you’ve got a competitor who lies that they too have the same product or service, when in fact they don’t? You will learn: * The misconception that competitors can easily replicate differentiated features.* How architectural and resource constraints make copying features harder than it seems.* Competito...
2025-01-3025 min
Grow Your B2B SaaSS5E18 - How to Position Your B2B SaaS for Explosive Growth with April DunfordHow do you position your B2B SaaS for explosive growth? In this exciting episode of the Grow Your B2B SaaS podcast, host Joran Hofman sits down with April Dunford, the founder of Ambient Strategy and a leading expert in brand positioning. April shares valuable insights on why positioning is crucial for success in the B2B SaaS world.
Positioning is often confused with branding and messaging, but it’s far more important and foundational. It’s about clearly defining why your product is the best at delivering value to a specific group of customers. Positioning help...
2025-01-2145 min
TGS Podcast#016 April Dunford: Obviously Awesome B2B PositioningWant to know how to make an obviously awesome positioning? Join us in the newest episode of Grow with the Flow where Clément Dumont and Ferdinand Goetzen had the chance to speak with April Dunford, author of the best-selling book Obviously Awesome.April will take us deep into her 25 years of experience leading marketing, product, and sales teams while helping over 200 companies, including Google, IBM, Postman, and Epic Games to ace their positioning. Within the episode we covered various topics including✅ The Positioning Pillars for successful B2B positioning ✅...
2024-11-191h 11
We're Not MarketersWhy most startup positioning is mushy and what to do instead w/ April DunfordGet ready for some real talk about positioning! In this episode, we sit down with the queen of positioning herself, April Dunford. If your startup’s positioning feels a little “mushy” or your product is getting compared to everyone under the sun, this episode is for you. April shares her no-nonsense approach to tightening up your message and teaching your CEO why positioning isn’t just some abstract marketing concept—it’s the foundation of your success. Whether you’re battling internal buy-in or figuring out how to stand out in a crowded market, April’s got the answers (plus a few hilar...
2024-10-171h 28
Positioning with April DunfordGetting to the Root of the "We Have No Differentiation" ProblemIn 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 companies fail to see their own differentiation. You will learn: * The myth of having no product differentiation and what it means for B2B technology companies.* The importance of understanding competitive alternatives and translating capabilities into customer value.* Why a lack of differentiation leads to poor sales and business growth issues.* How irrational buyer decisions are influenced by the need to avoid risk...
2024-10-1728 min
Positioning with April DunfordCustomer-Led Growth: Why Funnels are Outdated with Georgiana LaudiIn 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.My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel. You will learn: * Why traditional funnels are lazy and ineffective for understanding customers.* The concept of customer-led growth and how it differs from funnel-based approaches.* The importance of mapping crit...
2024-10-0333 min
Positioning with April DunfordHow to Frame a Sales ConversationIn 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 weaknesses of each. By the end, I share my preferred approach to leading with a unique insight, helping you differentiate your sales pitch from the competition.You will learn: * Three common ways to open a sales pitch: defining the problem, presenting market changes, and starting with discovery.* Pros and cons of starting with the problem statement in a sales conversation.* Why focusing on mar...
2024-09-1928 min
Positioning with April DunfordFrom Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara GrominskyIn 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. Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more.You will learn: * The key responsibilities of a good product marketer.* Why product marketers should know the product better than product managers.* The differences between...
2024-08-1537 min
Positioning with April DunfordHarnessing the Power of Differentiated Value: How To Win Over Customers and Outperform CompetitorsToday’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. differentiated value, and explain why the latter is key to everything. Next I explore how to find the right balance between features and value, and I share tips on mastering your product walkthrough and proving your claims to customers. I also cover common mistakes to avoid when segmenting your audience, the job of a market category, and how a strong understanding of your differentiated value will inf...
2024-08-0131 min
Positioning with April DunfordMastering Messaging for B2B Tech with Emma StrattonIn 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, the founder of a consulting firm that helps-growing B2B tech companies win on positioning and messaging. You will learn: * How B2B and B2C are different and each comes with their own unique challenges and opportunities.* How to differentiate between positioning, messaging, and copywriting.* The value of flexible messaging across different channels. * The importance of being concise in marketing messagi...
2024-07-1842 min
Positioning with April DunfordRethinking Marketing and Storytelling with Martina LauchengcoIn today’s episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native Californian. You will learn: * How a VP of Marketing required team members to talk to two customers every week.* Observing customers in the field to deepen your knowledge about how they use your products. * Conducting customer interviews to understand the bigger context.* Win/loss analysis. * Collaboration between marketing and sales teams.* How companies can stay ah...
2024-07-0448 min
ProductLed PodcastHow to Nail Your Product Positioning with April DunfordApril Dunford is the author of “Obviously Awesome”, and in this episode, she talks about positioning—what it is and why it’s important. She dives into some of the analogies she used in her book to explain how positioning works. She also brings up Clay Christensen's milkshake story to break down the 5 components of positioning. She then answers some of the viewers’ questions, offering practical advice for startups.
Show Notes
[03:22] Some misconceptions about positioning, why positioning is important in business, and how it differs from traditional branding
[09...
2024-06-2554 min
Unicorny64. Perfect positioning: April Dunford's playbook for successIn this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning. April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of understanding the knowledge gap between existing customers and new prospects. This episode provides actionable strategies for rethinking positioning to ensure your product is clear and compelling. Learn the five crucial components of effective positioning. Understand why traditional positioning statements are often inad...
2024-06-1830 min
Positioning with April DunfordRethinking Sales Strategies for Modern Markets with Loren PadelfordIn today’s episode, I discuss how sales and marketing interact with Loren Padelford, a sales, marketing, cashflow, and revenue expert. You will learn: * The limitations of the predictable revenue playbook and alternative approaches.* How Salesforce pioneered cloud-based software and introduced a new way of thinking about how software gets delivered and sold.* How the rise of ad networks and digital ads made it easier to reach many potential customers faster. * Why the traditional sales process and long sales cycles are frustrating and failing. * That startups founders sh...
2024-06-1342 min
Lean MarketingDeliberate Positioning and Its Impact on Business Success: Insights from April DunfordApril Dunford, a globally recognized expert in positioning, executive consultant, speaker, and author, takes you on a deep dive into the strategic world of positioning. Guided by Allan’s probing questions, April shares rare insights into the operation of her consulting business and the personal positioning lessons she’s learned. This episode will inspire you to rethink your approach to positioning, question the rationale of launching a podcast, and discover the best channels to monetize your knowledge to attract the customers you truly want to work with and much much more… -In-House vs. Agency: E...
2024-06-0555 min
Positioning with April DunfordA Buyer-Centric Approach to Competitive PositioningIn 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 departments or groups in a company (e.g. sales, product development, etc.) view and define competitors differently. * The 3 types of competitors: (1) status quo competitors, (2) direct competitors, and (3) “do nothing” competitors.* Positioning yourself against status quo competitors requires nailing your value versus the status quo, and understanding a customer’s pain of changing from the status quo over to you. * Positing yourself against...
2024-05-3031 min
Positioning with April DunfordArming Sales Teams To Win in the Market, with Brent AdamsonIn 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 market. My guest today is Brent Adamson, a researcher, author, presenter, and thinker with a passion for “productive disruption.”You will learn: * The origins of the Challenger Sale concept and how the term "challenger" refers to salespeople who teach customers about their industries and challenge their assumptions, rather than simply telling them what to do.* Challengin...
2024-05-1651 min
Positioning with April DunfordArming Sales Teams To Win in the Market, w/ Brent AdamsonIn 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 market. My guest today is Brent Adamson, a researcher, author, presenter, and thinker with a passion for “productive disruption.”You will learn: * The origins of the Challenger Sale concept and how the term "challenger" refers to salespeople who teach customers about their industries and challenge their assumptions, rather than simply telling them what to do.* Challeng...
2024-05-161h 21
Growth DriverHow to Operationalize Positioning and Messaging with April DunfordWhat makes or breaks a B2B growth strategy? The pivotal roles of understanding your ideal customer, aligning your product to their needs, and crafting positioning and messaging that not only attracts but wins and retains those very customers. This trifecta can significantly reduce missed revenue, minimize wasted go-to-market spend, and alleviate professional suffering. But these elements cannot merely exist in theory, confined to a PowerPoint presentation or trapped in the mind of a single visionary. They demand to be operationalized, brought to life in the day-to-day of any B2B organization. We sat down with A...
2024-05-141h 08
Positioning with April DunfordThe Role of Market Category in DifferentiationIn 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-setting for your products/company. * Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.) * Understanding your product/company's unique value proposition before determining market category.* Why positioning involves identifying what sets your product apart from competitors and the status...
2024-05-0218 min
Product Marketing Stories : Conseils | Carrière | Growth | Framework | Stratégie marketing | Tools | TechPourquoi adopter le framework Positioning d'April Dunford ? | Pauline Lafontaine | PMM for Good [EXTRAIT]Écoutez l'extrait où Pauline, PMM freelance et Founder de PMM for Good nous explique pourquoi le framework de Positioning d'April Dunford développé dans son livre Obviously Awesome est le plus pertinent pour tout type de boite tech. Que ce soit pour des start-up Early-Stage ou des entreprises plus matures. April Dunford, rappelons-le, est la référence sur le sujet du positionnement et sales pitch dans le secteur de la tech B2B. Rendez-vous jeudi prochain pour la suite de l’épisode !N'oublie...
2024-05-0205 min
Product Momentum Podcast133 / From Positioning to Sales Pitch: How to Make the Buying Process Easier, with April DunfordAs the saying goes, not to decide is to decide. And, as April Dunford explains in this episode of Product Momentum, ‘not to decide’ — that is, the customer’s own inability to make a decision — swipes 40-60% of the average B2B salesperson’s revenue pipeline. (source: The JOLT Effect, by Matthew Dixon). B2B selling is hard, but the purchase side of the transaction is no walk in the park either. Call it what you want: dissonance, doubt, second-guessing. The anxiety that comes with the customer’s desire to avoid making a mistake can be paralyzing.
Recording Live...
2024-04-3018 min
Positioning with April DunfordPostman's Positioning Journey: 500K Customers & $5.6 Billion Valuation with Abhinav AsthanaIn today’s episode, I talk with a technology entrepreneur about lessons related to his product initially being mispositioned in the market and also the challenges of positioning both free and paid versions of software solutions. Joining me is Abhinav Asthana, founder and CEO of Postman, an API platform for software developers to build and use APIs.In today’s episode: * How Postman's positioning evolved from a product-focused approach to a platform-focused approach, with different positioning for end-users and executives.* Building Postman with the conviction that modern software is built on APIs...
2024-04-1834 min
ARRtist on AIR - Meaningful conversations with Software & AI leaders🇬🇧187: April Dunford: How to Nail Product PositioningWith April Dunford - Founder of Ambient Strategy and Author of the bestseller: “Obviously Awesome” and “Sales Pitch”
Having spent years as a startup executive (with 16 product launches under her belt) and a consultant (who’s worked on dozens more), Dunford is one of the leading experts in brand positioning worldwide. With Julius Göllner she speaks about breaking through the noise of a crowded market and positioning your SaaS product in the right and successful way. Tune in to learn more about:
What is Positioning and how do we actually do it?
Signs and Indicators you have bad positio...
2024-04-091h 01
Positioning with April DunfordWhy Positioning Does Not Make the Jump From Marketing to SalesWelcome to Season 2! In today’s episode, I explore why positioning fails to make the jump from marketing to sales in many companies, and what common misconceptions and mistakes in positioning work should be avoided.You will learn: * Why sales teams often lack a deep understanding of positioning and its importance in the sales process.* Communicating value and positioning product consistently across all sales calls, even for new sales reps.* What happens when marketing creates positioning without consulting sales, leading to disconnect between the two teams.* The disconnect between sal...
2024-04-0437 min
Attributed - A podcast by DreamdataApril Dunford presents “Sales Pitch”Author and positioning extraordinaire April Dunford will be joining Dreamdata CMO Steffen Hedebrandt on this episode of Attributed on her highly anticipated book, "Sales Pitch."April is a renowned expert in the field of product positioning and sales strategy, and the insights in her 2019 “Obviously Awesome” have helped transform countless businesses across the globe.We will dive deep into the world of persuasive communication that resonates with your audience. April will explore the art and science of identifying your unique value and delivering a sales pitch that not only capt...
2024-03-1155 min
Innovation TalksREPLAY EPISODE: How to nail product positioning with April Dunford April Dunford is the founder of Ambient Strategy, a consulting firm that helps technology companies grow. She has led marketing, product, and sales teams at companies like IBM, Siebel, and Sybase. April's work is focused on early and growth-stage startups—recognizing that weak positioning can be the difference between success and failure. She also works with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. April's best-selling book, Obviously Awesome, captures her ideas about positioning and provides a methodology that any startup can follow. Today, April is focused on...
2024-02-1932 min
The Rainmaker PodcastPositioning Yourself for $100k Clients with April DunfordAre you ready to navigate the shifting marketing landscape of 2024? In this episode I sit down with April Dunford, an authority on market positioning, to talk about crafting a value proposition that cuts through the noise. April brings her wealth of experience to the table, discussing not only the strategic pivot but also her journey from in-house marketing maven to sought-after consultant. Discover the hurdles she overcame in building a client base and the undeniable power of a robust professional network. Listen in as April reveals how public speaking and authoring a self-published book have cemented her...
2024-02-0738 min
Building With Buyers: Startup Marketing and Growth Fueled By Customers186 - Why Your Sales Calls End In No Decision And What To Do About It (April Dunford, Positioning Master)Happy New Year! I'll keep saying that until we're well into February. Winter is so much easier when there's something to celebrate!
This episode kicks off a series of episodes where I’m going to explore three topics in-depth:
Positioning
Strategic Narrative
Category Design
I hear these concepts being thrown around all the time but not always fully understood.
What are the key differences?
When should you use one method over another?
What’s my take on them...
2024-01-2256 min
Presentation Thinking™#104. Presentation Book Club: April Dunford’s “Sales Pitch” wants you to put your “Differentiated Value” forwardMikey and I read April Dunford’s latest book, Sales Pitch: How to Craft a Story to Stand Out and Win, and to no surprise to anyone familiar with her work—it was hilarious, accessible and whip-smart insightful.
Dunford offers a fresh perspective on applying narrative to sales and flips the current advice on its head emphasizing that buying can actually be harder than selling.
One of the biggest takeaways? Shift the focus from your features to your “Differentiated Value”. She all but guarantees that you’ll sell more.
What book should we read next?
2024-01-1847 min
Marketing Against The GrainThe 3-Step Framework To Win Every Sales Pitch ft. April DunfordWhat are the research methods and information you need to know to craft a great pitch? Kipp and Kieran are joined by April Dunford (executive consultant, speaker and author) to dive into what goes into the framework for creating compelling sales pitches. Learn more on how to win more pitches than you lose, the importance of blending company perspective with discovering customer needs, and the importance of personalized AI assistance in sales.About April DunfordApril Dunford is the author of the bestselling books, “Obviously Awesome” and “Sales P...
2024-01-1659 min
Everyone Hates Marketers | No-BS Marketing & Brand Strategy PodcastHow April Dunford Built a 7-Figure Solo Consulting BizI've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.https://www.youtube.com/channel...
2024-01-1651 min
Curious Leadership with Dominic MonkhouseE279 | How To Nail Product Positioning with April DunfordDo you feel your marketing efforts are not getting you the results you need? Are you frustrated by the lack of customer engagement and differentiation in the market? But what if there's a better way to achieve clear differentiation and increased customer engagement? This week on The Melting Pot, we invited the world’s foremost authority on product positioning and author of the book Obviously Awesome and Sales Pitch, April Dunford. In this episode, April delves into the significance of effective positioning in marketing and its impact on the success or failure of tactical execution. She...
2023-12-2651 min
The Breakout Growth PodcastApril Dunford Shares How to Position for GrowthIn this week’s episode of The Breakout Growth Podcast, Sean Ellis and Ethan Garr chat with positioning expert, April Dunford, author of the best-selling books, “Obviously Awesome” and “Sales Pitch.” April had a successful career as a marketing and operations executive at companies including IBM and Nortel and it was in these roles that she developed her passion and approach to building effective positioning. Today she shares this passion and her knowledge as a consultant, speaker, and writer with companies around the world. In “Sales Pitch”, April lays out he...
2023-12-201h 02
Don’t Miss A Thought-Provoking Full Audiobook On Your Commute.Sales Pitch by April DunfordPlease visithttps://thebookvoice.com/podcasts/2/audible/98918to listen full audiobooks.
Title: Sales Pitch
Author: April Dunford
Narrator: April Dunford
Format: mp3
Length: 2 hrs and 57 mins
Release date: 12-20-23
Ratings: 5 out of 5 stars, 33 ratings
Genres: Sales & Selling
Publisher's Summary:
World-renowned product positioning and marketing expert April Dunford knows that standing out in a crowded market is the key to getting sales. In Sales Pitch, she shows entrepreneurs, salespeople, marketers, and business leaders how they can achieve success by building a narrative that clearly communicates how your product is different and better than anything else on the market.
2023-12-202h 57
Sales Talk for CEOsIs Your Product Obviously Awesome? with Expert April DunfordHave you ever wondered why, despite having amazing products, customers still struggle to understand your company's value?April Dunford, an authority on product positioning, discusses the critical role of positioning in sales and marketing. Known for her first book "Obviously Awesome" and her expertise in positioning, April shares her insights on why companies often struggle with positioning their products. She emphasizes that most companies have positioning, but it's not deliberate, leading to misalignment and missed opportunities. April highlights the transformative power of effective positioning, using an illustrative story from her early career where repositioning a p...
2023-12-1249 min
Scaling Up Business with Bill GallagherDo You Sell, or Do You Help Your Customers Buy? — April DunfordGood sales pitches aren’t about what you have to offer. An effective sales pitch is all about what you have to offer that the other guys don’t have. When you can identify that selling point, you’re headed in the right direction to close the deal. April Dunford is an executive consultant, speaker, and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in positioning and market strategy and has launched 16 products to market across her 25-year career as VP of marketi...
2023-11-2945 min
Positioning with April DunfordA Marketers Guide To Using The Sales PitchToday, I’m going to discuss how to have consistent positioning and messaging across sales and marketing using tactics from my book Sales Pitch. You will learn:
Why marketers at B2B companies should start with the sales pitch first
An overview of buyer’s guides and the components of the best ones
How to create an explainer video using the sales pitch structure
Why all content should target the proper persona
Examples of graphics used to educate buyers
Other types of content that can be structured around the sales pitch
You'll also hear tha...
2023-11-1623 min
Positioning with April DunfordMastering Strategy, Vision, and PositioningIt's frustrating to see the widespread misuse of business terminology in the corporate world. Terms such as strategy, positioning, and vision are frequently interchanged or confused. Today, I'll clarify these terms, discussing when and how to use them. I’ll share with you:
The difference between strategy, vision, and positioning
Pitching to investors vs. pitching to potential customers
The importance of adapting positioning
An explanation of Geoffrey Moore’s “bowling pin” strategy
Examples of implementing the “bowling pin” strategy earlier in my career
Why you don’t need a story for your strategy
The importance of having a shared vocabula...
2023-11-0920 min
One Knight in ProductGoing Beyond the Dreaded Product Demo and Creating the Perfect Sales Pitch (with April Dunford, Author ”Obviously Awesome” and ”Sales Pitch”)April Dunford is a world-renowned expert in product positioning who wrote the bestselling "Obviously Awesome" to help us all nail our product positioning. She then realised that companies were having trouble translating this positioning into a sales pitch that worked in the field, so she's back now with "Sales Pitch", a step-by-step process to craft a winning pitch. We spoke about the story behind the book and some of the themes within it.
Episode highlights:
1. All companies have a sales pitch, but most people don't seem to know where it came from
There hasn't been a standard...
2023-11-0741 min
Positioning with April DunfordUsing Trends To Enhance Your PositioningEvery business wants to cash in on the latest trend, and for good reason. Trends can be powerful tools to enhance your positioning. However, it's crucial to recognize that not all trends are a universal fit for every company. Blindly adopting trends without thoughtful messaging can lead to disastrous outcomes for your business.
Today, I’m diving deep into the world of trends. You’ll learn the following:
The difference between markets and trends
How trends can be layered on top of your differentiated value
Why it’s a risky move to chase trends that aren't releva...
2023-11-0222 min
B2B Revenue AutomatorsDas Framework für den perfekten Sales Pitch mit April DunfordIn dieser Episode tauchen wir tief in die Kunst des überzeugenden Sales Pitches ein. Wir zeigen dir einen durchdachten Ansatz, der Unternehmen den Weg zum perfekten Pitch ebnet, alles basierend auf dem neuen Buch „Sales Pitch“ von April Dunford.
Viele, genauer gesagt 60 % der Online-Demos im B2B-Bereich, bringen keinen Abschluss. Oft fehlt dem potenziellen Kunden das Verständnis dafür, warum gerade dieses Angebot das beste ist und ob er mit dieser Lösung wirklich starten kann.
Das ist, wo April Dunford's Sales Pitch Framework ins Spiel kommt. Es legt den Fokus darauf:
Den Markt zu verstehen
Einblicke gewinnen...
2023-11-0224 min
Positioning with April DunfordHow To Think About CompetitionToday, I will talk about how to address your competition, which is commonly mismanaged. Once again, you’ll see it all comes back to positioning and differentiated value. I’ll share with you:
Why it’s almost always a bad idea to name the competition when you’re the market leader
Real-life examples of companies naming their competitors
The benefit you gain from naming and positioning your competitors when you’re small
How to combat lies and negativity from your competitors
Thanks for listening!
—
If You Want To Skip Ahead:
(00:21) How my book...
2023-10-2623 min
Lenny's Podcast: Product | Career | GrowthA step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Obviously Awesome and Sales Pitch)April Dunford is a speaker, mentor, podcaster, best-selling author, and beloved returning guest to the show. Last year, she joined me on the pod to discuss product positioning and differentiated value. Today, April offers invaluable insights from her latest book, Sales Pitch: How to Craft a Story to Stand Out and Win. We go deep on the art of effective pitching and selling, and April shares the specific framework she’s used to successfully pitch products at companies like Google, IBM, Postman, and Epic Games. Together we discuss:• Tactical advice on pitch creation and testing• Real-l...
2023-10-221h 30
Positioning with April DunfordHow to Manage a Big Positioning ChangeI get asked a lot by people about today’s topic on how to manage a positioning change within an organization. It applies to big and small companies and even those going through acquisitions.
In today’s episode, I cover:
The times when your positioning might change
How to figure out the frequency of assessing your positioning
The complexities of changing your positioning after an acquisition
How to test your new sales pitch after you change your positioning
And more
I also want to mention my new book, Sales Pitch, is out!
If you’d...
2023-10-1928 min
Positioning with April DunfordBruno Aziza (Google, CapitalG) Shares How He Helped Reach Scale At Startups and Big TechToday, I’m joined by Bruno Aziza, who has an incredible background in data and technology and is a dear friend of mine. He has held previous positions at Google, Oracle, Microsoft, and AtScale. He’s currently a Partner at CapitalG, which is Alphabet's independent growth fund.
In today’s episode, we cover:
The importance of starting with first principles. This means defining your set of beliefs, particular identity, and your core center of design for your product.
Why you should be competing at the service level for your customers, not the feature level.
The biggest learnin...
2023-10-1242 min
The Seed Stage - formerly "the June Podcast"Powerful Positioning & Crafting Irresistible Sales Pitches | April Dunford (Ambient Strategy, Huawei, IBM)🎙️ Join us for an enlightening conversation with April Dunford, positioning expert and author of "Obviously Awesome," as we deep dive into the world of positioning, sales pitches, and product messaging.
With a wealth of experience working with startups and larger companies, April shares her invaluable insights and practical strategies for honing your positioning and mastering the art of sales pitches. 📊🚀
👉 In this episode, we explore:
The critical role of positioning in creating a strong market presence
The five essential components of successful positioning
How to transition from product features to compelling value propositions
The intersection o...
2023-10-1255 min
The MarchitectS3 Episode 7: Transform Your Sales Pitch in 8 Steps with April DunfordDid you know that 40-60% of B2B software purchases end in no decision?Oftentimes, buyers let the deal go because they can't figure out how to confidently make a decision—they’re more worried about messing up than they are about missing out. And we can do better.Enter April Dunford, best-selling author, founder at Ambient Strategies, and Queen of Positioning sits down with our host, Rowan Noronha to to recap her core tenets of successful positioning and share tangible insights from her latest book, Sales Pitch.April shares how well-defined positioning can...
2023-10-1251 min
Positioning with April DunfordMaster the Art of Selling With My New BookMy next book, Sales Pitch, is finally out! I’ve been working on this project for quite some time now and am beyond excited to share it with you all!
If you’d like to support me and purchase the book, visit https://www.aprildunford.com/books to learn more. I’ve also included a free workbook on that page as well.
Since my book came out this week, I figured today’s episode should be about why I wrote this book. I certainly didn’t start my career thinking I would end up helping so many bus...
2023-10-0534 min
ProductLed PodcastHow to Build a Winning Sales Pitch with April DunfordIn the fiercely competitive landscape of product-led businesses, we often become entangled in the complexities of features and endless comparisons. Can you relate? However, to outshine your competitors, you must master the art of a winning sales pitch.
Our guest expert is April Dunford, a positioning expert and bestselling author of "Obviously Awesome" and "Sales Pitch." Emphasizing the significance of a compelling narrative and distinct differentiation, April underscores these points with a sales pitch example from Help Scout, a customer service software company. She imparts eight crucial steps for crafting an effective sales pitch, which she discusses...
2023-10-0337 min
Positioning with April DunfordHow to Create Marketing and Sales AlignmentToday, I go deep on how to approach aligning your marketing and sales teams. It’s a topic I repeatedly hear most companies struggling with, and I’m excited to discuss the following:
The definition of what a good lead is
How to get marketing and sales to collaborate on a sales pitch
The importance of incorporating a sales pitch testing protocol
Why you need structure to bring together marketing, sales, and product teams
We’re getting so close to the launch of my next book, Sales Pitch! You can pre-order it today on Amazon with the link...
2023-09-2824 min
Positioning with April DunfordMapping Positioning to a Story Using InsightToday, I explore how to position your sales pitch storytelling arch. You’ll learn:
What people get wrong when starting their sales pitch
How not to start a sales pitch
Why you should start your sales pitch with an insight that is unique to your company
How to structure your sales pitch storytelling arch
Don’t forget you can now pre-order my next book, Sales Pitch, on Amazon! If you’ve enjoyed the content I’ve been sharing, this is the most wonderful way for you to show your support. I sincerely appreciate it!
Amazon Can...
2023-09-2124 min
Positioning with April DunfordHow to Use Positioning in Sales Qualification and DiscoveryToday, I share everything you need to know about how to use positioning in your sales qualification and discovery. I discuss:
The different forms of qualification and BANT criteria
The difference between qualification and discovery
Why discovery is so important for your first sales call
How buyers and sellers find out more about each other during discovery
My unique sales pitch structure
Also, you can officially pre-order my next book, Sales Pitch, on Amazon! I’m incredibly proud of this book and can’t wait to share it with you.
Here are the links for pr...
2023-09-1422 min
Positioning with April DunfordPositioning at a Startup Vs. a Big CompanyToday’s episode is all about how to position startups and big companies. While there is some overlap, the two can be very different. I cover a lot of ground, including:
The three things startups need to focus on for positioning
Why half of B2B purchase decisions end in no decision
How not to mistake marketing problems as positioning problems
Determining when a positioning shift is needed for a big company
Why the size of a company can complicate positioning
The difference between company, division, and product positioning
How to handle positioning when an acquisition occurs
—...
2023-09-0728 min
Positioning with April DunfordMastering Jobs Theory With Bob MoestaToday I’m joined by Bob Moesta, the co-creator of the Jobs To Be Done framework, a concept he developed alongside the late Clayton Christensen. Bob's expertise spans a wide range of accomplishments, including the successful launch of over 3,500 new products, services, and businesses. He's also the CEO and founder of the Re-Wired Group, as well as the brains behind several other startup ventures. We discuss:
Why context matters as much as the product
Why people don’t buy products, they hire them. And how you can then design better products once you understand this
The famous milkshake story...
2023-08-3137 min
Positioning with April DunfordHow To Avoid Bad Marketing and SalesToday I dive deep into how to avoid bad marketing and sales and why sometimes this includes actively sharing who your product isn’t for. I go into greater detail about the following:
Understanding that your product is only a part of your business
How to craft great marketing and sales
Why a formal positioning process impacts your sales and marketing strategy
The core of sales and marketing is understanding your differentiated value
How to build the story for your positioning
—
If you want to sk...
2023-08-2418 min
Positioning with April DunfordThe Art of Discerning Sound Marketing and Sales AdviceToday I cover how to know if you're getting good marketing and sales advice, and why it’s so important to carve your own path. I discuss:
• What I learned from traditional marketing advice
• Why traditional marketing advice falls short
• The story of how a fax machine campaign became my best-performing initiative
• Why you should not blindly follow popular marketing trends
• The importance of figuring out what works for YOU
—
If you want to skip ahead:
(00:00) Today’s topic: how to know if you’re getting g...
2023-08-1736 min
Positioning with April DunfordHow To Develop A Point of View For Your CompanyToday I explore developing a point of view for your business. I cover:
How to build your company’s points of view
What to do if you don’t know your point of view
Two examples from IBM and Sampler
Why features don’t matter, value does
How to apply this to your sales and marketing
—
If you want to skip ahead:
(00:00) How to develop a point of view for your business
(03:07) How Sampler built a point of view for their market
(06:20) What if you don’t know your point...
2023-08-1019 min
Positioning with April DunfordSo you’ve nailed your product positioning. Now what?Today I dive into what to do with your positioning once you’ve nailed it. I cover:
• How to capture positioning
• How positioning makes its way into messaging
• Why you should create a messaging document and what ends up happening if you don’t
• What the market needs in order to understand our differentiated value
• How to go from positioning to branding
• How to take boilerplate messaging and apply it globally
—
If you want to skip ahead:
(00:00) How to put your new positioning to...
2023-08-0331 min
Positioning with April DunfordHelp Scout's CEO Nick Francis Shares the Evolution of Their PositioningI sat down with Nick Francis, the Co-Founder and CEO of Help Scout. A few years ago I worked directly with Nick and his team to tighten up their positioning and brought him on to share their story. Together we discuss:
• What the positioning of Help Scout looked like during the early days
• How their positioning evolved over time
• Why they utilized outside help
• How he took the sales narrative he worked on with me and turned it into a pitch
• How their strategy has changed as they’ve moved upmark...
2023-07-2732 min
Positioning with April DunfordCrafting a Persuasive Sales Pitch (Part 2)Today we continue our conversation on translating your positioning into a sales pitch. You’ll learn:
• Popular pitch structures (discovery-led, problem-solution, venture-informed) and where they fall short
• Common problems to avoid when crafting your sales pitch
• Why the “new way” doesn’t necessarily beat the “old way”
• How focusing on the future of your product can backfire
• What conventional storytelling techniques can teach you about pitching
• A tried and true storytelling structure that works for sales pitches
—
In This Episode, I Cover:
(00:00) Sales pitches an...
2023-07-2030 min
Positioning with April DunfordHow To Translate Your Positioning into a Persuasive Sales Narrative (Part 1)In this episode, I talk about how to take your positioning and translate it into a powerful sales narrative. I cover the importance of testing your positioning and explain why it often fails to make the leap from marketing to sales. I analyze the software transaction process from the buyer's perspective and dive deep into the challenges buyers face when they encounter unfamiliar products. I also tell a personal story about buying a toilet, and share an encounter with a skillful toilet salesman who taught me invaluable lessons about guiding customers.
—
In This Episode, I Co...
2023-07-1327 min
Positioning with April DunfordOvercoming Customer Indecision and Challenging Conventional Sales Wisdom with Matt DixonToday I’m joined by renowned author and guest, Matt Dixon. We explore the concepts from his groundbreaking book, "The JOLT Effect," and uncover the secrets to winning deals and captivating customers. Matt shares how extensive research debunked a myriad of popular sales techniques, including dialing up FOMO and letting the customer do the talking. We talk about how downplaying impact can actually boost your sales, no decision losses and why they happen, why you should avoid discounts and limited-time offers, and specific tactics to improve your first-call deck. Join us as we challenge conventional sales wisdom and offer fr...
2023-07-0640 min
Positioning with April DunfordHow Shopify Moved Upmarket And Unlocked Billions In Growth — Hana AbazaToday I’m joined by Hana Abaza, an experienced SaaS Marketer. Most recently, Hana served as Shopify’s Global Head of Revenue Marketing where she helped them reach billions of dollars in revenue. In today’s episode, we discuss how Shopify successfully moved upmarket as they introduced Shopify Plus. We explore the competitive alternatives they faced, how they differentiated their offerings, and the importance of their partner influence program. Together we cover storytelling (and what most people get wrong), differentiated value,and the importance of understanding your customer’s point of view.
—
In This Episode, I Cover:
2023-06-2244 min
The SaaS Sprints Podcast (Content Marketing Podcast)Is your product positioning working? : April DunfordIn this episode of The SaaS Sprints Podcast, April Dunford joins us to discuss positioning. She shares how a SaaS company can express their positioning through their content, sales pitches, and more. She also throws light on when and how frequently should an organization test and adjust their positioning. If you're a founder, marketer or a sales person in the world of SaaS, this episode is for you! 𝗖𝗛𝗔𝗣𝗧𝗘𝗥𝗦 00:00 - Intro 01:29 - When are you ready for positioning 04:13 - How many customers before you validate positioning 06:45 - Transitioning the positioning...
2023-06-191h 03
Positioning with April DunfordWelcome to the Positioning ShowWelcome to The Positioning Show with me, your host, April Dunford. I am the best-selling author of Obviously Awesome and a seasoned marketing professional who has worked with over 100 companies to help nail their positioning. This show is the ultimate guide to understanding and implementing effective positioning strategies. Whether you're an entrepreneur seeking to make your product stand out in a crowded market, a marketer grappling with the challenges of communicating value, or a product manager striving to master the art of positioning, this is the place to be. Click that subscribe or follow button now, or head over...
2023-05-3002 minInnovation TalksHow to nail product positioning with April Dunford April Dunford is the founder of Ambient Strategy, a consulting firm that helps technology companies grow. She has led marketing, product, and sales teams at companies like IBM, Siebel, and Sybase. April's work is focused on early and growth-stage startups—recognizing that weak positioning can be the difference between success and failure. She also works with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. April's best-selling book, Obviously Awesome, captures her ideas about positioning and provides a methodology that any startup can follow. Today, April is focused on...
2023-05-2232 min
Protect the Hustle | A SaaS PodcastWinning Sales Pitches: April Dunford Unleashes the Power of PositioningToday's guest is April Dunford, founder of Ambient Strategy and author of the essential positioning book Obviously Awesome. April's an expert on positioning, including what it is, what people get wrong with it, and what they need to get right with it. She's currently working on her second book focused on teaching teams the structure and processes she's been using to build sales pitches for the past couple of decades with hundreds of tech companies. This interview, recorded at SaaStock 2022 with Patrick Campbell, gives you a sneak peak into a masterclass on sales pitches conducted by April Dunford.
2023-04-0448 min
Building With Buyers: Startup Marketing and Growth Fueled By Customers104 - There's More To Positioning Than Just Talking To Your Customers (April Dunford, Founder & CEO of Ambient Strategy)*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA
I'm such a big fan of April Dunford. I've read her book "Obviously Awesome - How to Stand Out in Noisy Crowded Markets" and consider her the startup positioning pro.
April Dunford is founder and CEO of Ambient Strategy, a consulting firm that specializes in positioning for tech companies. April has worked with 200+ companies across the globe. For early stage startups her focus is on GTM strategy, she also works with large companies on new product...
2022-08-0829 min
Traction PodcastHow To Nail Product Positioning So Customers Get It, Buy It, Love It with April Dunford, Ambient StrategyOn this episode of the Traction podcast, host Lloyed Lobo of Boast.AI features a talk on Product Positioning by April Dunford, Founder of Ambient Strategy and Author of Obviously Awesome from Traction Conference 2019. Positioning has an impact across all key product decisions, from roadmap to pricing. Buyers need context to understand new innovative offerings. Businesses that figure out how to set that context have a distinct advantage over those that don't. April provides a methodology for picking the right positioning strategy and shares examples from companies that repositioned their products or...
2022-06-1629 min
WP-Tonic | WordPress | SaaS | Bootstrap SaaS | Startups#693 WP-Tonic This Week in WordPress & SaaS With Guest April DunfordIt's All About Positioning Baby.
April Dunford is the world’s leading expert on product positioning. She has worked with over 200 fast-growing technology companies to accelerate their growth through clear, compelling positioning. Previously April has run marketing and product teams at a series of seven successful technology startups. She is also a board member, investor, and advisor to many high-growth businesses. She is the author of the bestselling book Obviously Awesome: How to Nail Product Positioning, so Customers Get it, Buy it, Love it.
https://www.aprildunford.com/
https://www.linkedin.com/in/ap...
2022-05-1932 min
Actionable Marketing Podcast[Best of Season] AMP139: This Is How To Nail Product Positioning So Customers Get It, Buy It, Love It With April Dunford Author Of Obviously AwesomeCoSchedule started the Actionable Marketing Podcast (AMP) in 2015 and has recorded and published more than 300 episodes. CoSchedule has worked with some of the smartest minds out there that share their stories with you through this podcast. This season, CoSchedule brings back some of the best of the best evergreen content. The success of your company depends on the marketing you do, how you choose to present the benefits of a product or service, and which audience to target. How you position a product or service can make or break your company. Stop right there. Forget everything you t...
2022-04-1236 min
The Change AlchemistApril Dunford, Author Of Obviously Awesome: How to Nail Product PositioningToday’s guest is April Dunford, positioning expert and the author of the book Obviously Awesome. April Dunford is an executive consultant, speaker, and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career as VP Marketing at a series of successful startups.Positioning as a concept has been around since 1969 when it was first introduced by Jack Trout and Al Ries. The idea became mainstream marketing knowledge after Ries and Trout published“Positioning: The Battle for Your Mind”...
2022-01-0548 min
Sales & Marketing Talk Show#79 Positioning with April DunfordIn this Sales & Marketing Talk Show, we discuss Positioning with April Dunford. April Dunford is the writer of Obviously Awesome and she is helping B2B Tech companies to do better positioning. What is positioning by April: "Positioning defines how our product is different and better than alternatives for a particular set of customers. Strong positioning is the foundation of great marketing and sales and is the starting point for a company’s messaging, branding, lead generation, and sales strategy." In this episode we will discuss these topics: When did April first r...
2021-09-3039 min
Often Imitated: CX Stories from HistoryBake the Perfect CX with April Dunford, Founder, CEO of Ambient StrategyBaking soda has been a key background character in most of our lives. It’s the ingredient you forget that ruins a batch of cookies, or you accidentally knock it over in your fridge, and you might even brush your teeth with it. And when it’s not being googled over whether or not it’s interchangeable with baking powder, it’s doing the work to keep our lives clean and odorless. Baking soda...kind of does it all? And the thing is, when we learn it does something new—we believe it. How on Earth did Arm & Hammer figure tha...
2021-09-0323 min
ProductLed PodcastHow to Nail Your Product Positioning with April DunfordApril Dunford is the author of “Obviously Awesome”, and in this episode, she talks about positioning—what it is and why it’s important. She dives into some of the analogies she used in her book to explain how positioning works. She also brings up Clay Christensen's milkshake story to break down the 5 components of positioning. She then answers some of the viewers’ questions, offering practical advice for startups.
Show Notes
[03:22] Some misconceptions about positioning, why positioning is important in business, and how it differs from traditional branding
[09...
2021-08-2454 min
The Orbit Shift PodcastS02E29: How to nail your product positioning with April Dunford, Author of Obviously AwesomeIn this episode of The Orbit Shift Podcast, we look at how to position a product or brand in a market. We’re joined by April Dunford, a leader in the field of positioning. April has positioned and launched 16 products across her 25 years in marketing. April talks to us about how what we think as positioning is actually what we do after we have identified positioning, how to identify bad positioning, the power of setting context, and how to layer trends on your positioning to supercharge your marketing RoI. Get $10,000 free credi...
2021-07-2035 min
Augusto Digital Insights with Brian AndersonFeaturing April Dunford, Positioning ExpertDiscover how to position a B2B tech start-up, from April Dunford’s quirky life story and excellent advice. In this episode, Brian Anderson interviews April Dunford, a marketing and positioning guru and consultant who has managed large marketing teams at dozens of B2B tech start-ups in her career. April shares all about her unique entry into the world of product positioning. She studied systems design and engineering at the University of Waterloo in Canada. After graduation, she landed a job at a small startup in product marketing—making compilers and database prod...
2021-04-1337 min
Inbound Success PodcastHow to nail positioning Ft. April DunfordApril Dunford has advised countless companies, from startups to scale ups, on positioning their products and she details all of it in her book Obviously Awesome. This week on The Inbound Success Podcast, positioning expert April Dunford breaks down the process she's used to develop positioning that helps her clients stand out and win customers. April has a long history as a startup marketer, having worked as VP of Marketing for a number of technology startups. It was that experience that taught her the importance of getting positioning right before investing heavily in the development...
2021-03-2252 min
Inspire to EngageHow to Position Your Service/Product with April DunfordEver had a great product or service but couldn't get people to purchase it? If your answer is "yes," that makes you normal. It's common in business, but not something we want to happen for long. This episode will help you look at your product/service differently. It's about positioning - putting your product or service in a context that your ideal customer understands and, better yet, wants and needs. April Dunford is my guest expert She's spent years in the tech world helping companies understand their products from the customer's standpoint. In...
2021-03-051h 03
The CX GuruGetting Your Positioning Right to Drive CX with April DunfordToday, we are in conversation with April Dunford to explore the importance of starting with a well-defined product or service positioning. Too often, customer experience friction develops when the positioning hasn’t been done well. April presents simple ideas to help better define a product or service from her recent book Obviously Awesome: How to Nair Product Positioning so Customers Get It, Buy It, Love It.
April Dunford is a consultant and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year car...
2020-11-2600 min
Fastlane Founders and Legacy with Jason Barnard: Personal Branding, AI Strategies, and SEO Insights for Visionary CEOsHow to Nail Product Positioning (April Dunford with Jason Barnard)April Dunford with Jason Barnard at Kalicube Tuesdays
April Dunford talks with Jason Barnard about how to nail product positioning.
In this podcast, April and Jason talk about how to position both your brand and its products well for your customers. April defines the term positioning and then explains in detail both the 3 styles of positioning in a market and the components of positioning (competitive alternatives, unique attributes, value, customer segments and market category). April goes into depth with Jason on how these components can influence your position and what that means for your business.
What you’ll learn
00:06 Introducing Ap...
2020-10-1431 min
Product: KnowledgePositioning an Innovative New Product While Minimizing Risk with April DunfordProduct positioning is essential to sales, and you simply can’t scale without getting it right. Yet most marketers and executives can’t even tell you what positioning means, much less how to do it. April Dunford is on a mission to change that. As an internationally recognized product positioning expert, April helps startups get their positioning straight. She has written a bestselling book on the subject: "Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It."According to April Dunford, positioning defines how a product is the absolute best at delivering spec...
2020-10-1336 min
SaaS Marketing SuperstarsEpisode 10 - Positioning your SaaS for Success with April DunfordIn this episode of SaaS Marketing Superstars podcast, I spoke with April Dunford. April is a positioning consultant and keynote speaker helping both large and small B2B tech companies to position innovative new products so that customers will understand and love them. April has been an executive in 7 successful tech startups and 3 global tech giants. She’s also the author of the popular book Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.Check out the show notes and get links to all the resources mentioned in this episode he...
2020-07-2242 min
Deliver It CastObviously Awesome with April Dunford As Product Owners, we've helped to understand the customers' goals and found ways to collaborate with the team to build what is needed. One step that might have been overlooked is why would customers care? How do you let them know how amazing your product is for them? What you need is a great way to position your product in the market. That's where today's guest comes in, April Dunford has written an eye-opening and deep book on product positioning for you and your customers that PO's can greatly benefit from. Take a listen then grab the book...
2020-06-1055 min
Leveling Up with Eric SiuFive Steps Towards Positioning Your Company to Be Obviously Awesome with April Dunford | Ep. #354Marketing teams know one thing, sales another, and Founder-CEOs yet another, but having a positioning expert in the middle of them all can tease out a bunch of value for a young B2B company. Most people tend to conflate positioning with branding, but the truth is that the former is a more fundamental step in the journey to refining corporate identity. Today’s guest is April Dunford, a positioning expert, entrepreneur, angel investor, advisor, and author of Obviously Awesome. She joins us on the show to discuss the positioning methodology in her book, lend insight into her consultation proc...
2020-05-0422 min
Yours in MarketingApril Dunford: How to Perfectly Position Your ProductOn this week's episode, I speak with April Dunford, the Founder and Chief Strategist for Ambient Strategy. She's been with a number of large companies and now doing her own consulting. We primarily discuss the idea of "positioning." We talk about what positioning is, how to find your product's position in the marketplace, and how positioning fits in with branding and go-to-market strategies. Episode Highlights: April's current primary focus and role in consulting.What is "positioning" and how do you know you have problems?April's background in Systems Design Engineering and unique reason why?April's first role in a startup, the...
2019-10-2959 min
UI Breakfast: UI/UX Design and Product StrategyEpisode 147: Product Positioning with April DunfordAs a founder, you always know why your product is awesome. But how do you explain it to your customers? Our guest today is the amazing April Dunford — a positioning expert and author of Obviously Awesome. You'll learn why positioning is so critical, how April polished her positioning method over the years, and how to find the "secret sauce" for your own product.Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music.Show NotesObviously Awesome — April's book we'r...
2019-09-2447 min
Live In The Feast608 - Story Lines, Positioning, and How To Differentiate Your Business with April DunfordToday’s co-host is April Dunford, a positioning consultant and entrepreneur who literally wrote the book on positioning. She’s also an in-demand keynote speaker. While her book, Obviously Awesome, refers to products, most of it can be applied to services, as well — something April talks about in today’s show. She also shares how her loose position affected her trajectory when she first became a consultant.If you’ve ever searched online for information about positioning your business, you know there is a ton of material available. But what’s often missing are the actionable items and exercise...
2019-08-2743 min
CanInnovateWhat marketers should know about positioning with April DunfordWe have the brilliant & talented April Dunford on the podcast today. Sheâs a much sought-out international speaker on the topics of Positioning, Market Strategy and New Product Introduction. April is a positioning consultant. 7 successful technology startups and 3 global tech giants, over 16 products and more. She knows how to make magic happen & sheâs sharing these secrets in her new book called âObviously Awesome - how to nail product position, so customers get it, buy it and love it!â  SUBSCRIBE TO CANINNOVATE iTunes| iHeart | Stitc...
2019-07-1700 min
Hack the Process: Mindful Meaningful Progress on Your PlansApril Dunford Can Help You Be Obviously Awesome on Hack the Process PodcastWhat does it mean to position your business? You probably think you know, but after years as a marketing executive and consultant, April Dunford's fresh perspective might surprise you. In her new book, Obviously Awesome, April digs into the relevance of positioning, and shows us step by step how to execute it and solve myriad business challenges along the way. In this Hack the Process interview, April will tell us how she structures her consulting business to optimize the lifestyle she prefers, why she decided to self-publish her book, and what we can do today to discover the secret sauce...
2019-07-0200 minHack the Process: Mindful Meaningful Progress on Your PlansApril Dunford Can Help You Be Obviously Awesome on Hack the Process PodcastWhat does it mean to position your business? You probably think you know, but after years as a marketing executive and consultant, April Dunford's fresh perspective might surprise you. In her new book, Obviously Awesome, April digs into the relevance of positioning, and shows us step by step how to execute it and solve myriad business challenges along the way. In this Hack the Process interview, April will tell us how she structures her consulting business to optimize the lifestyle she prefers, why she decided to self-publish her book, and what we can do today to discover the secret sauce...
2019-07-0247 min
Conquer Local Podcast240: The Battle of Positioning, with April DunfordIf we could convince our competitors to stop adapting and our customers to stop evolving we'd only ever have to position once.
April Dunford, CEO of Ambient Strategy, gives us a sneak peak for her upcoming talk at the Conquer Local conference! She goes over how to nail product positioning, when to reposition, and how to adapt positioning to the ever changing marketing landscape. April shares two ways to think about positioning, from the perspective of the salesperson connecting with the SMB and from Saas companies to position themselves against their competitors. She provides insights on how to communicate what's r...
2019-05-0813 min
The SaaS Revolution Show[Reply] Stop confusing customers and start positioning your SaaS right with April DunfordThis is a reply of our most popular episode of 2018, hosting April Dunford.
Seven startups. All seven of them acquired. 16 launched products. All 16 of them repositioned. Roles as varied as CEO, CMO and COO. There has never been a dull moment in April Dunford’s career. Throughout all that, she has become the world’s foremost expert on positioning.
Improving the context a product creates for its customers became April’s lifelong passion. It’s why she has taken on seemingly very different roles in the various startups and their acquirers she joined. As she puts it...
2018-12-2729 min
The Growth Hub PodcastApril Dunford - Positioning in SaaS: How To Stand Out In Crowded MarketsIf you've ever looked at Scot Brinker's MarTech 5000, then you know the B2B SaaS market is extremely crowded. The modern buyer has a vast amount of options when it comes to software that will help them be more successful in their work. And that's great for buyers, but less so for sellers.
So how can you stand out and differentiate within noisy, crowded, and competitive markets?
Well, the answer is positioning.
And to explore this topic in more detail we caught up with April Dunford, an expert on market strategy and positioning in B2B SaaS. Having launched 16 products...
2018-12-171h 03
AQ's Blog & GrillApril Dunford | Marketing Advice for Start-ups to Become Stay-upsShe’s the CEO of Sprint.ly, a marketing mentor and angel investor who started her hurricane of entrepreneurial activities by studying engineering. In this episode of AQ’s Blog & Grill, April Dunford shares her experience from engineer to marketing greatness. April finds that most start-ups struggle with their positioning statements. They either follow the fill-in-the-blank, Frankenstein-style model, or they don’t create one at all. To help, April breaks down the top four types of positioning statements and shares a new way for crafting them. Alan and April discuss marketing strategy vs. tactics, creating the ri...
2016-05-3019 min