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 | 15 | Subscribers | Read | aprildunford.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
Shifting Positioning - Why B2B Tech is Different
Consumer products rarely shift positioning, where positioning shifts are expected and normal for B2B products. As a result, some of the key concepts related to positioning consumer products are completely irrelevant for B2B products.
Positioning and Pessimistic Product Thinking
One of the neat things about being a consultant is that I get to see patterns across dozens of companies that I didn’t see when I was an in-house exec. One pattern I have seen that holds companies back from nailing their positioning is what...
Why Positioning Fails to Make the Jump from Marketing to Sales (and what to do about it)
Great B2B positioning will die inside the company if it doesn’t successfully make the jump from marketing to sales. Once you’ve worked through your positioning inside the company, the most common way for that positioning to fail is to fumbl...
Understanding the Job of a Market Category
### Market Category is important, but it is not the core of our positioning.
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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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