Lenny's Podcast: Product | Growth | Career April Dunford on product positioning, segmentation, and optimizing your sales process
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Jun 9, 2022 
April Dunford, author of "Obviously Awesome," shares her rich expertise in product positioning, backed by 25 years in marketing and consulting for giants like Google and IBM. She defines effective positioning and reveals how weak positioning can undermine strong products. Learn the five essential steps to refine your product's identity, the difference between segmentation and personas, and the necessity of clear differentiation in B2B sales. April's insights aim to empower teams to communicate value and optimize their sales processes effectively.
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Diverse Positioning Projects
- April Dunford's work with diverse companies, from Epic Games' Twinmotion to Blue Light Analytics in dentistry, highlights the breadth of positioning challenges.
- Each project requires a deep dive into the specific market, revealing surprising insights.
Impact of Weak Positioning
- Weak product positioning affects the entire sales pipeline, from initial interest to customer churn.
- It's hard to measure with specific metrics, making qualitative assessment crucial.
Defining Positioning
- Define your product's positioning as the best in the world at delivering specific value.
- Identify your target audience, your differentiators, and your target market category.
