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Positioning with April Dunford

April Dunford

A 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
Substack
PricingOnly free issuesPublishesMonthly
Issues22SubscribersRead 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.”

23 days ago
41
19

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 ...

a month ago
38
10

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...

2 months ago
58
11

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 ...

5 months ago
88
16

Authors

The writers behind this newsletter.

  • April Dunford

    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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