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 | Weekly |
|---|---|---|---|---|---|
| Issues | 19 | Subscribers | Read | aprildunford.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
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 ...
When To Revisit Your Positioning
A few months back, I broke my hand. To be more specific, I broke the fourth metatarsal on my left hand. Typing was impossible (I’ve never been more aware of how much I type the letter “A” under my pinkie finger). I realize speech-to-text te...
Positioning and Acquisitions
An acquisition – for both the acquiring company and the company that has been acquired – is a golden opportunity to revisit and tighten up positioning. Post-acquisition, the context of both the acquired and the acquirer often shifts. It mak...
Dolly, Beyoncé and Differentiated Value
My favorite positioning quote is from Dolly Parton, who said, “Find out what you are and do it on purpose.” I think about this quote a lot (I used it in my book, Obviously Awesome, and I even made stickers). I think a great positioning exer...
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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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