April Dunford, Author and Positioning Expert, on: The Most Common Questions Founders Ask on Product Positioning.

[1:14] What is positioning? And how can you tell if a company needs to rethink its positioning?

[5:12] How does company positioning and product positioning differ?

[12:00] How does the “Obviously Awesome” positioning framework for B2B companies work?

[21:08] - Who should be involved in positioning? April uses her framework to walk through a case study where she developed the positioning for a CRM product.

[32:45 - How do you balance where you are today with the product against where you want to be? How do you position your product in that context?

[34:23] When should you create a new category?

[42:40] Where do companies and founders struggle the most when it comes to positioning and what is your advice for them?