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Positioning with April Dunford – the Newsletter
Subscribe to my weekly-ish newsletter where we deep dive into all things positioning.
Positioning vs Strategy vs Vision
What's the relationship between our company's Vision, Strategy, and Positioning, and how does that impact the way we tell the story of a startup?
Most Recent Posts
New Online Positioning Course with Section4
I'm teaching a new online positioning course with Section4. The new course will include 2 weeks of video classes, 2 live classes with me, 1 live guest lecture, and a set of new, detailed case studies.
A Quickstart Guide to Positioning
Want to improve your product's positioning but not sure where to start? This article is going to give you everything you need to get started including what positioning is, why it matters, and how to improve it.
Positioning and Competition
Great positioning helps prospects understand why our product is different and better than the competition. But we often aren't looking at our competition in the same way our prospects are. Understanding the two key categories of competitors you have to beat is essential to great positioning.
April Dunford's Podcast Roundup
I’ve been a guest on a lot of great podcasts recently. Here are a handful that folks seem to love the best.
An Introduction to Positioning
What exactly is positioning? It’s not as well understood as you might think.
The Obviously Awesome Audiobook is Here
I hope you enjoy 4 hours of my lilting Canadian accent.
Storytelling vs Positioning
Can we really differentiate between storytelling vs positioning?
A Product Positioning Exercise
Every company I have ever worked with has struggled to make their awesomeness obvious.
Why Your Investor Pitch Is Ruining Your Sales Pitch
Don’t be that startup. Just, don’t.
Don't let Customers Decide What Your Product Is
If a company does not deliberately position their product in a market, one of 2 things will happen.
My Positioning Book Launches Today
My book on product positioning launches today! I’m really happy to finally get this book into people’s hands.
How Context can Transform Your Product
A great product, presented within a context that highlights its strengths is unstoppable. However even a world-class product can be completely undone by a context that does the opposite.
Evolving From Founder Selling To A Sales Team
For SaaS companies with a somewhat complicated sales model, the sales process should evolve as the company grows.
What The Heck Is Your Product, Really?
Instead of being the thing that helps you save money on tickets for example, it could be the thing that helps you drive more safely
Positioning Is Not A Marketing Exercise
Positioning a product today is radically different from what it was when the concept was first introduced.
Everything You Know About Positioning Is Wrong
Positioning isn't a new idea, but it is deeply misunderstood. The problem that Positioning was designed to solve hasn’t gone away — it’s gotten exponentially worse. As our markets have become more crowded, the way we tackle positioning needs to change.
Product Framing Can Help Grow Your Startup
I think the problem is really one of improper context setting or framing as I like to call it.
How To Select A Target Market
For startups, breaking your market up into addressable market segments is important. A key element of your product or company positioning is understanding who exactly you want to sell to. Here's how to evaluate and choose and segment.
Startup Marketing In New vs. Established Markets
Established markets and new markets are not the same so the way that you market and sell to them is different. For startups, it’s really important to know the difference. Each type of market requires different marketing tactics, executed in different ways with different expected results.
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