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April Dunford, AuthorObviously Awesome - How to Nail Product Positioning so Customers Get It, Buy it, Love it.


Episode details:

This episode’s guest is April Dunford, product positioning leader and author of the book Obviously Awesome - How to Nail Product Positioning so Customers Get It, Buy it, Love it. Unsurprisingly, April has a tremendous amount of product positioning experience. She spent the first 25 years of her career as a start-up executive, leading marketing, product and sales teams. Six of her seven startups were acquired by brands including IBM, SAP, and Siebel. Through it all, she positioned, re-positioned and launched 16 products. Today she is an author and consultant. 

Of course, we’re thrilled that she decided to share her knowledge and wisdom through the book Obviously Awesome, which captures her ideas about positioning and a methodology for doing it that anyone can follow. As she says, positioning is the foundation of everything we do in marketing and sales -- and we would say it is a key part of everything we do in innovation and design as well. 

In this episode, Chad and Steve dig into all things positioning with April. Look forward to learning:

  • How April approached the development and writing of her book as if she was developing a new product. 
  • Why April feels traditional positioning statements are not useful, and how she now approaches positioning as a result - including her five components of effective positioning. 
  • How April has seen the COVID-19 pandemic affect how companies approach their positioning. 

Visit April’s personal website:

Get the book:

Sponsor info: Cast & Hue


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