Want to make your product stand out in a crowded market? It all starts with great positioning. I’m April Dunford, the expert high-growth tech companies go to when they have a positioning problem. With over two decades of experience as a startup executive and consultant, I have positioned and re-positioned hundreds of products and companies. Using my battle-tested methodology, I'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance. If you're an entrepreneur, marketer, or business leader who wants to stand out from the competition, this podcast is for you.
Feb. 13, 2025
How to Turn a Competitor's Strength into a Weakness
In today’s episode, I dive into the art of transforming competitor strengths into weaknesses, a practice which I sometimes call “marketing jiu-jitsu.” You will learn: * How competitor strengths can double as weaknesses in dif...
Jan. 30, 2025
How to Position Against a Competitor Who Lies
In today’s episode, I explore the frustrating yet common issue of competitors making false or exaggerated claims about their products. In this episode, I answer the question: When you want to discuss your differentiated produ...
Oct. 17, 2024
Getting to the Root of the "We Have No Differentiation" Problem
In today’s episode, I explore product differentiation and the common misconception that some products have no unique value. I also explore the potential root causes when companies fail to see their own differentiation. You wi...
Oct. 3, 2024
Customer-Led Growth: Why Funnels are Outdated with Georgiana Laudi
In today’s episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth. My guest, Georgiana Laudi, is the ultimate marketing gur...
Sept. 19, 2024
How to Frame a Sales Conversation
In today’s episode, I dive into the art of framing a sales conversation. I explore three common ways salespeople start their pitches and analyze the strengths and weaknesses of each. By the end, I share my preferred approach ...
Aug. 15, 2024
From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky
In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce. Have you ever asked questions such as: “How do I hire a ...
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