#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.
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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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