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
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
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
Positioning Prep Part 1: Decisions to Make Before a Positioning Exercise
Everything is easier if you make these decisions before you start.
 • 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
Announcement: Obviously Awesome - the new updated and expanded edition!!
It's coming and it's gonna be OBVIOUSLY AWESOMER
 • 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
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
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
New Book Available (EARLY announcement for subscribers)
Amazon support stinks so you get early access
 • 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
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