April Dunford
April Dunford advises B2B technology companies on positioning and is the author of Obviously Awesome and Sales Pitch. She spent about twenty-five years leading marketing, product, and sales at startups and at the larger companies that acquired them, and has since worked hands-on with hundreds of companies on positioning.
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Should You Create a New Product Category? Decide It Last
A new category can confuse buyers as easily as it helps them. April Dunford explains what a category is for, and why the choice comes after you know your value and your best-fit customers.
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When to Reposition a B2B Product
B2B positioning is meant to shift as the product matures. Position for what a buyer can use now, and put the positioning review on a calendar.
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Why a Positioning Statement Template Cannot Find Your Positioning
The fill-in-the-blanks positioning statement records the answer you already had. Dunford's five components, worked in order, find the one you did not.