Everything from

April Dunford

2 resources from April Dunford we point founders to, and the questions each answers.

📖 Book
✓ Link checked Paid Intermediate

Why we picked it Dunford's whole method starts with the customers who already love your product, then turns that into positioning the entire team can repeat the same way. Her final step is literally capturing positioning so it can be shared, which is the exact problem you have once new hires start describing your customer in their own words. Read it when you want the ICP and the pitch to stay consistent from the founder down to the newest rep.

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

From April Dunford by April Dunford Short book, about 200 pages

  • Positioning should start from the specific customers who already get real value, not from a generic market.
  • A shared positioning document is what keeps a growing team describing the same ideal customer.
  • The book is battle tested across hundreds of B2B tech companies, so the process travels well beyond one industry.
Open aprildunford.com →
Answers How is founder-led sales different for Indian founders selling to global (US) buyers? How do I validate an idea in a crowded market that already has big competitors? My market is huge on paper but almost nobody is actually paying for solutions today. Good sign or bad? How do I recruit and interview my competitor's customers without it getting weird or them shutting down? How do I keep my whole team aligned on who our ideal customer is once we start hiring? How do I actually find my beachhead niche when my product is horizontal and could work for almost anyone? How do I write positioning and messaging that speaks to just my beachhead without sounding tiny to investors? Different customers seem to hire my product for completely different jobs. Do I pick one or serve them all? I'm a solo technical founder and hate selling. How do I get my first customers without becoming a salesperson? How do I get customers who don't already know me when I have no brand, no audience, and no case studies yet? I keep tweaking the landing page instead of launching. How do I tell polishing from procrastinating? How do I price my product when I am selling it myself and have no comparable competitors?
📖 Book
✓ Link checked Paid Intermediate

Why we picked it This book is the practical, step-by-step companion to the essay above, built from Dunford working the same structure with over two hundred companies. If you want a repeatable eight-step shape for any pitch or demo, one that starts with the buyer's world and only brings in your product once they see why it matters, this is the fullest version of the method. Worth the read once you are past your first ten demos and want to make the story consistent across a team.

Sales Pitch: How to Craft a Story to Stand Out and Win

From April Dunford

  • A pitch (and a demo inside it) needs a deliberate narrative shape, not an improvised walkthrough
  • Open with market insight the buyer recognizes as true, before you say a word about your product
  • Case stories of real outcomes do more work than any feature list
Open amazon.com →
Answers When my product is technical and I am selling to non-technical buyers, how do I demo it without confusing them?
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