Episode Details

#309 Product Positioning | This episode is from a Drive 2025 (our annual Exit Five event) session with April Dunford (Founder, Ambient Strategy). April pulls from working with 300+ tech companies to unpack the real patterns behind winning positioning from calling out competitors’ nonsense to teaching buyers what actually matters, avoiding category-creation traps, and fixing the sales messes that weak positioning creates. It’s sharp, funny, brutally honest, and basically a crash course in how to make your product unmistakably different in a market full of noise.

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Timestamps

• (00:00) - – Why Positioning Breaks
• (04:27) - – Teaching Buyers to Spot Competitor BS
• (07:55) - – Turning Differentiators into Real Value
• (11:33) - – The Trap of Overthinking Categories
• (15:20) - – Choosing Your Go-To-Market Before Your Positioning
• (19:57) - – Building a Story Only You Can Tell
• (24:25) - – When Great Storytelling Backfires
• (30:09) - – Positioning Multi-Product Companies
• (33:50) - – When and Why to Reposition
• (37:38) - – Bringing It All Together in Sales

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