How To Nail Product Positioning So Customers Get It, Buy It, Love It with April Dunford, Ambient Strategy


15-06-2022 • 29 mins

On this episode of the Traction podcast, host Lloyed Lobo of Boast.AI features a talk on Product Positioning by April Dunford, Founder of Ambient Strategy and Author of Obviously Awesome from Traction Conference 2019.

Positioning has an impact across all key product decisions, from roadmap to pricing. Buyers need context to understand new innovative offerings. Businesses that figure out how to set that context have a distinct advantage over those that don't.

April provides a methodology for picking the right positioning strategy and shares examples from companies that repositioned their products or companies to unlock hyper-growth.

More specifically, April covers:

0:44 - One of the most misunderstood concepts in product marketing

3:47 - Why positioning is still important

7:02 - The effects of positioning your product in a certain market category

12:09 - The biggest problem around positioning and how to fix it

20:03 - Competitive comparables

26:21 - A small change in branding that made a big difference

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Connect with April Dunford:

Get April’s book Obviously Awesome at

This episode is brought to you by:

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