Positioning with April Dunford
April DunfordA newsletter that covers all things Positioning for founders, marketers and product folks. I'm April Dunford - a positioning expert, consultant, author of the books Obviously Awesome and Sales Pitch, and host of the Positioning podcast.
| Platform |  | Pricing | Only free issues | Publishes | Monthly |
|---|---|---|---|---|---|
| Issues | 22 | Subscribers | Read | aprildunford.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
Value vs. Objection Handling
In my positioning work, it is not unusual for teams to confuse value for customers with what I would call “objection handling.”
What to do When a Competitor Lies
Every now and then, I read something written by a marketer (it’s always a marketer) who argues that your product and its features don’t matter because your competitors can (and always will!) copy any feature you develop. Therefore, product ...
How to Turn a Competitor's Strength into a Weakness
We all operate in competitive markets, and often, it feels like our competitors’ strengths are impossible to overcome. But in my experience, we must remember that value varies enormously between customer segments and buyers. What looks like...
The "No Differentiation" Illusion
In my positioning process, we start with what we need to position against (the status quo and shortlist competitors), then list our differentiated capabilities and then map those capabilities to value for the customer. Differentiated value ...
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Authors
The writers behind this newsletter.
I am a positioning expert, consultant and author helping technology companies stand out in crowded markets. My newsletter covers topics related to the practical application of positioning for founders, marketers, product folk and salespeople.
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