Video · ~45 min

Obviously Awesome: April Dunford's Positioning Do-Over

April Dunford · YouTube Free Intermediate

If the book is too much to read right now, this talk gives you Dunford walking through the same method live, including how competitive alternatives set the frame customers judge you in. That framing is the key to your question: choosing what you are an alternative to is how you make one job lead without abandoning the others. Use it as a starting point to see the choosing process in motion before you commit.

• Customers judge you against the alternative they would otherwise use, so the job you lead with is really a choice about which competitive alternative you frame against.
• Setting the frame of reference deliberately is what lets one use case lead while the rest stay available underneath it.
• Seeing the method demonstrated end to end makes it easier to apply to your own multi job product than reading the steps cold.