Podcast · ~30 min per episode

Positioning with April Dunford

April Dunford · positioning.show Free Intermediate

Dunford's own show applies her positioning framework to live founder situations, including cases where a product is priced or framed for the wrong buyer. Good for hearing the ICP-and-affordability question worked through out loud, not just read as theory.

  • Positioning problems and pricing problems are usually the same problem wearing different clothes.
  • Reframing who a product is 'obviously for' changes who feels it's worth paying for.
  • Real founder cases show this isn't a one-size framework; the fix depends on your specific market.
Open on positioning.show ↗

The question it answers

  1. My ideal customer can't afford my product. Did I define them wrong?

Read with it

  1. The single best thing ever written on customer conversations. It teaches you to ask about the customer's life and past... momtestbook.com Book · ~130 pages The Mom Test Rob Fitzpatrick
  2. Market size is meaningless until you know exactly who you're for, and Lenny turns that into a concrete, repeatable ICP exercise... Lenny's Newsletter Article · ~15 min read How to identify your ideal customer profile (ICP) Lenny Rachitsky
  3. The author of Crossing the Chasm explaining beachhead selection in plain, modern language, the fastest way to absorb the... Lenny's Podcast / Lenny's Newsletter Podcast · ~75 min Geoffrey Moore on finding your beachhead, crossing the chasm, and dominating a market Lenny Rachitsky & Geoffrey Moore
  4. The best book on positioning against competitors by understanding the alternatives customers actually consider. Directly turns... aprildunford.com Book · ~200 pages Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It April Dunford
  5. Patrick Campbell built ProfitWell on pricing data from thousands of companies, and this is the single best free deep-dive on... lennysnewsletter.com Article · long-form guide Pricing Your SaaS Product Patrick Campbell (ProfitWell), via Lenny's Newsletter
  6. The most concrete guide to actually measuring what customers will pay, including survey methods and tier design. It turns... lennysnewsletter.com Article · long-form guide The Ultimate Guide to Willingness to Pay Lenny Rachitsky & Patrick Campbell
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