April Dunford - Obviously Awesome 2.0 : What's New With Product Positioning? (with April Dunford, Author “Obviously Awesome“ and “Sales Pitch“)

About this episode

April Dunford discusses the updates in her book 'Obviously Awesome' and shares insights on product positioning.

On this episode, I am joined for a third (and probably final!) time by April Dunford, renowned positioning expert and author of Obviously Awesome and Sales Pitch. We explore what's changed in her updated edition of Obviously Awesome, what she's learned through delivering hundreds of positioning workshops and how she's honed her approach to reposition positioning to make it clearer for the next generation of product people. Episode highlights Positioning is how you win - Positioning is the answer to "why pick us now?", grounding your product in real value for a clearly defined customer segment. Positioning vs strategy - Strategy defines where you're going, while positioning reflects where you are today and must evolve as your product and market change. AI isn't a position - Simply adding AI is no longer meaningful; if everyone has it, the focus shifts to what tangible value you deliver right now. From unique to distinct - Capabilities don't need to be truly unique, just meaningfully different in the context of your real competitors. Trends matter less than clarity - The industry's baseline understanding of positioning has improved, making abstract ideas like "trends" less useful…

People in this episode

Host: One Knight in Product

Guest: April Dunford

Topics covered

• product positioning
• marketing strategy
• AI in products
• customer segmentation
• value proposition

Keywords

• positioning
• product strategy
• customer value
• market definition
• product workshops

Mentioned in this episode

Books & works: Obviously Awesome, Sales Pitch

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