[Reply] Stop confusing customers and start positioning your SaaS right with April Dunford

This is a reply of our most popular episode of 2018, hosting April Dunford.

Seven startups. All seven of them acquired. 16 launched products. All 16 of them repositioned. Roles as varied as CEO, CMO and COO. There has never been a dull moment in April Dunford’s career. Throughout all that, she has become the world’s foremost expert on positioning.

Improving the context a product creates for its customers became April’s lifelong passion. It’s why she has taken on seemingly very different roles in the various startups and their acquirers she joined. As she puts it, positioning encompasses the entire organisation.

Currently, April is working on a book, which she hopes will offer the first scalable methodology for doing positioning right.

Listen on to hear:

• Why so many startups and companies fail at positioning
• What are the signs you are having a positioning problem
• How to start fixing your positioning and create the right context for your customers
• Examples of product repositions April has executed
• What is the best way to track the effect of repositioning

You can watch April's talk from SaaStock18 where she gets into much more details on all of these subjects by getting one of our SaaStock on Demand pack.

Check out the other ways SaaStock is helping SaaS founders move their business forward: 

🇮🇪 SaaStock Europe: 14-15 October 2025 | Dublin, Ireland
Book tickets: https://saastock-europe.com/tickets/

🇺🇸 SaaStock USA 2025: April 2026 | Austin, Texas
Book tickets: https://saastock-usa.com/

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