7 resources from aprildunford.com we point people to, and the questions each answers.
Why we picked it The shortest path to the five components of positioning, with the Microsoft Access killer story that shows how a reframe turned a dying product into hundreds of millions in revenue. Read this before anything else on positioning.
From aprildunford.com by April Dunford ~10 min read
Open aprildunford.com →Why we picked it Explains why positioning is not messaging, branding or a vision statement, which is the exact confusion behind the question. The email versus chat comparison makes the idea of category context land in one paragraph.
From aprildunford.com by April Dunford ~10 min read
Open aprildunford.com →Why we picked it A five step exercise you can actually run in a room this week, ending in the market frame of reference that makes your strengths obvious. This is the working session, not the theory.
From aprildunford.com by April Dunford ~12 min read
Open aprildunford.com →Why we picked it The argument for treating positioning as iterative and cross-functional rather than a one-time launch decision, which is what separates companies that keep it sharp from ones whose story rots. Also the case for reframing a market instead of accepting its boundaries.
From aprildunford.com by April Dunford ~8 min read
Open aprildunford.com →Why we picked it A four phase model for handing off sales, with a clear warning that most of the damage comes from adding closers too early. Short enough to read before your next hiring decision and specific enough to change it.
From aprildunford.com by April Dunford short read
Open aprildunford.com →Why we picked it Explains why the deck that impresses a VC actively repels a buyer: different positioning, different proof, different ask. If your demos go well and then stall, this is usually the reason and nobody tells you.
From aprildunford.com by April Dunford short read
Open aprildunford.com →Why we picked it The method behind the talks, with a Positioning Canvas you can actually run a session against. Short enough to finish in a weekend, which matters if you are the founder doing this yourself.
From aprildunford.com by April Dunford Short book
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