April Dunford gives a practical guide to product positioning, using a story about a mispositioned database product to show how context shapes customer assumptions. She argues positioning should be built by starting from…
An interview-based post with April Dunford, a positioning consultant, covering how to diagnose positioning problems, her five-step positioning exercise, and how positioning differs from messaging, branding…
Lenny's paid guest post by April Dunford, a positioning expert who has worked with 300+ B2B companies, covers four advanced roadblocks that derail positioning work. It argues that disagreement over competitors, product…
April Dunford argues that B2B buyers often choose "no decision" because purchases feel high-stakes and confusing, making indecision the real competitor. She proposes a two-part sales pitch: a setup that teaches the…