Video · Conference talk

The Hard Parts of Positioning: Learnings from 11 years and 300 technology companies

April Dunford · Business of Software Free Advanced

Her four recurring failure modes, including misreading your competitive alternatives and the go to market gaps that quietly undo good positioning. Drawn from 300 companies, so it is pattern, not anecdote.

Open on businessofsoftware.org ↗

The question it answers

  1. What does April Dunford say most teams get wrong about positioning?

Read with it

  1. Has the diagnostic that is genuinely useful: if people cannot tell what you do, or you get compared to the wrong competitors,... Intercom Podcast · Full episode with transcript Ambient Strategy's April Dunford on what marketers get wrong about positioning Geoffrey Keating with April Dunford
  2. The method behind the talks, with a Positioning Canvas you can actually run a session against. Short enough to finish in a... aprildunford.com Book · Short book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it April Dunford
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