April Dunford Podcast Roundup

April Dunford 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: I was interviewed on the creatively named How the F*ck podcast where they challenged me to give them a good story. I told them the origin story of Watcom SQL...

An Introduction to Positioning

What exactly is positioning? It's not as well understood as you might think. If I put a dozen senior marketers in a room together and asked them to define positioning, you are likely to get a dozen different answers. It turns out we still need positioning 101. When I...

The Obviously Awesome Audiobook is Here

When I first released Obviously Awesome about a year ago, I wasn't really sure that very many people would read it. Positioning isn't new and when I pitched the idea to publishers, they were skeptical that there was anything new to say about it. I went ahead with the...

Storytelling vs Positioning

Can we really differentiate between storytelling vs positioning? It’s easy to confuse the two, but they are not the same thing. I have seen startups come to me for positioning help after they have attempted to use a storytelling exercise to help them get clarity on...

My Positioning Book, Obviously Awesome, Launches Today

My book on product positioning launches today! I'm really happy to finally get this book into people's hands The book took me 2 years to write but it's been decades in the making. The idea goes back to when I was a new Engineering grad working at a startup (long...

Why You Should Not let Customers Decide What Your Product Is

I was recently asked to name the biggest product positioning mistake a startup could make. My answer was that most companies don’t position their products at all, at least not actively. Worse than that, they let customers position their products for them.  Your...

Obviously Awesome: A Product Positioning Exercise

Every company I have ever worked with has struggled to make their awesomeness obvious.  I’ve watched startup founders, after working for weeks on a pitch, field a dozen variations on the question “So, what exactly is this product for again?” I’ve seen teams at large...

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