Decide what you're positioning (product vs company)

In today’s episode, I dive into the decisions teams need to make before they ever start a positioning exercise. I explain why positioning readiness matters, how unlaunched products lead to positioning theses rather than true positioning, and why clarity around audience, scope, and personas is essential. Also, this episode sets the foundation for a new mini-series tied to the second edition of my book, Obviously Awesome, focusing on what I’ve learned after hundreds of positioning workshops.

You will learn:

(01:34) Why I decided to release a second edition of Obviously Awesome after six years of client feedback.

(04:35) How the positioning methodology has evolved from ten steps to five steps and five components.

(08:38) Why unlaunched products should focus on a "positioning thesis" rather than a final positioning strategy.

(09:58) The benefit of keeping your positioning loose before launch.

(13:00) Why it’s vital to distinguish positioning for customers from positioning for investors.

(15:59) Why single-product companies should treat company and product positioning as the same thing.

(17:51) Strategies for deciding whether to position a lead wedge product, a platform, or a suite of products.

(22:26) How to identify the "champion" persona.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Instagram: ⁠https://www.instagram.com/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

April’s TikTok: https://www.tiktok.com/@positioningshow

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Mentioned in this episode:

* Obviously Awesome, Second Edition (forthcoming).

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Get April Dunford’s books and audiobooks:

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.

Sales Pitch: How to Craft a Story to Stand Out and Win.

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

Apple Books: https://apple.co/3xihSzC

Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books

Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22

Bookshop: https://bookshop.org/contributors/april-dunford

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx

Subscribe on Spotify: https://open.spotify.com/show/02XBrnPJ7NVGPUgHC7xstU

Subscribe on YouTube: https://www.youtube.com/@positioningshow

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This episode was produced by Story On Media: https://www.storyon.co/