The Dave Gerhardt Show How to Make Your Product Positioning Impossible to Ignore with April Dunford (Founder, Ambient Strategy)
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Dec 4, 2025 
April Dunford, founder of Ambient Strategy and expert in product positioning, shares insights from her 25-year marketing career. She reveals how to identify competitor exaggerations and transform confusing features into clear value. April discusses the pitfalls of overthinking categories and emphasizes the importance of having a solid go-to-market strategy before positioning. With humor and honesty, she provides five key lessons for making your product stand out, and stresses the need for unique storytelling that resonates only with your brand.
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Expose Competitor Smoke And Light Your Grenade
- Most companies hide true differentiation because competitors make similar claims, but the truth can still set you apart.
- Teach buyers how to spot competitor BS and prove why your claim actually delivers real value.
Winning By Teaching Buyers To Call BS
- A client feared claiming platform value because a competitor also claimed it, but only the client truly delivered fast automation.
- Teaching buyers to ask vendors about logins and professional services turned deals into wins.
Explain Weird Features Through Outcomes
- Don't just list technical features; teach buyers why your unique capability matters to them.
- Translate baffling differentiators into a clear, tangible customer outcome they can value.
