#309 Product Positioning | This episode is from a Drive 2025 (our annual Exit Five event) session with April Dunford (Founder, Ambient Strategy). April pulls from working with 300+ tech companies to unpack the real patterns behind winning positioning from calling out competitors’ nonsense to teaching buyers what actually matters, avoiding category-creation traps, and fixing the sales messes that weak positioning creates. It’s sharp, funny, brutally honest, and basically a crash course in how to make your product unmistakably different in a market full of noise.

PS. Want to join us at Drive 2026?

Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.

Timestamps

(00:00) - – Why Positioning Breaks
(03:20) - – Teaching Buyers to Spot Competitor BS
(06:48) - – Turning Differentiators into Real Value
(10:26) - – The Trap of Overthinking Categories
(14:13) - – Choosing Your Go-To-Market Before Your Positioning
(18:50) - – Building a Story Only You Can Tell
(23:18) - – When Great Storytelling Backfires
(28:53) - – Positioning Multi-Product Companies
(32:34) - – When and Why to Reposition
(36:22) - – Bringing It All Together in Sales

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487: Sitting Shiva for Josh Bossé

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