Why most startup positioning is mushy and what to do instead w/ April Dunford
Get ready for some real talk about positioning! In this episode, we sit down with the queen of positioning herself, April Dunford. If your startup’s positioning feels a little “mushy” or your product is getting compared to everyone under the sun, this...
We're Not Marketers · Gabriel Bujold, Eric Holland, Zach Roberts
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Show Notes
Get ready for some real talk about positioning! In this episode, we sit down with the queen of positioning herself, April Dunford. If your startup’s positioning feels a little “mushy” or your product is getting compared to everyone under the sun, this episode is for you. April shares her no-nonsense approach to tightening up your message and teaching your CEO why positioning isn’t just some abstract marketing concept—it’s the foundation of your success. Whether you’re battling internal buy-in or figuring out how to stand out in a crowded market, April’s got the answers (plus a few hilarious takes on toilets and camping). Here’s what you’re missing, by not listening:
Is your product positioning “mushy”? Learn why vague messaging is killing your pitch—and how to fix it.
The secret weapon for startups: April’s advice on involving sales and product teams in positioning.
Why “actionable insights” aren’t really actionable: How to cut the jargon and speak your customer's language.
CEO thinks their product positioning is fine? April’s roadmap to making them see the problem—without calling their baby ugly.
Positioning vs. features: Why selling value over features is your ultimate key to success.
Show Notes
00:00 Introduction and Sponsor Message
01:05 Meet the Hosts and Guest Introduction
01:39 April Dunford on Product Marketing
03:25 The Role of Positioning in Startups
09:17 Building Influence as a Product Marketer
23:27 Fun and Games with April Dunford
34:26 Discovering Catan: A Board Game Revelation
35:00 Building Dreams: Choosing the Perfect Cottage Location
36:10 Torture Chamber Round: Birds or Stars?
38:42 The Cardinal Sins of Product Positioning
43:33 Selling Platforms: Value Over Features
01:00:17 The Art of Persuasive Writing in Marketing
01:04:52 Career Advice for Product Marketers
01:11:01 Engage with April Dunford: Books, Podcasts, and More
Resources
April Dunford’s Positioning Podcast
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