Everything from

April Dunford

1 resource 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 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? What should my very first sales pitch actually say, and how long should it be?