Essay

An Introduction to Positioning

April Dunford · aprildunford.com Free Beginner

Dunford makes the case that positioning and ICP are the same decision seen from two angles: who you are for determines what you compete against and what you emphasize. This essay is the fast, free entry point to her method before you commit to the book. Use it to get product, marketing, and sales talking the same positioning language.

  • Positioning starts by naming your best fit customers, not your product features.
  • Your frame of reference, what you are compared to, changes depending on who the customer is.
  • Get sales, marketing, and product in one room to agree on positioning, don't let it live in one person's head.
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The question it answers

  1. How do I keep my whole team aligned on who our ideal customer is once we start hiring?

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