Positioning with April Dunford

Guest Post on Lenny's Newsletter today

The trickiest positioning problems and how to avoid them

Mar 10 • April Dunford

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February 2026

New Book Available (EARLY announcement for subscribers)

Amazon support stinks so you get early access

Feb 26 • April Dunford

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January 2026

Positioning Prep Part 1: Decisions to Make Before a Positioning Exercise

Everything is easier if you make these decisions before you start.

Jan 29 • April Dunford

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Announcement: Obviously Awesome - the new updated and expanded edition!!

It's coming and it's gonna be OBVIOUSLY AWESOMER

Jan 12 • April Dunford

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February 2025

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.”

Feb 6, 2025 • April Dunford

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January 2025

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…

Jan 16, 2025 • April Dunford

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December 2024

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…

Dec 19, 2024 • April Dunford

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September 2024

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…

Sep 19, 2024 • April Dunford

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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.

Sep 5, 2024 • April Dunford

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May 2024

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.

May 16, 2024 • April Dunford

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April 2024

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…

Apr 12, 2024 • April Dunford

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March 2024

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…

Mar 28, 2024 • April Dunford

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