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.

Over 42,000 subscribers

In the Age of AI, You Need a Point of View

Let's compare and contrast the point of view of a handful of tech companies
Jun 11 • April Dunford
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Positioning in the Age of AI

I’m often asked how a company will know that its positioning needs to change.
May 21 • April Dunford
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New Workbook Available (Subscribers Only)

You asked for it, it's finally here
Apr 23 • April Dunford
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Guest Post on Lenny's Newsletter today

The trickiest positioning problems and how to avoid them
Mar 10 • April Dunford
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New Book Available (EARLY announcement for subscribers)

Amazon support stinks so you get early access
Feb 26 • 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.”
Feb 6, 2025 • April Dunford
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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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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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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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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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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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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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