April Dunford
Positioning consultant for B2B technology companies and author of Obviously Awesome (2019) and Sales Pitch (2023).
April Dunford did not write this page.
We collected these quotes from things they published elsewhere, and every quote links to where it was said. They have no account here and have not endorsed this site. Quotes are word for word; the short line under each one is our own restatement, not their wording. Their own site. Is this you? Claim it or ask us to remove it. Or tell us what is wrong here.
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Their wordsFrequently the answer is no. That’s because often the new capabilities strengthen a theme we are already positioning around.
↗Shifting Positioning When AI Capabilities are Rapidly Changingaprildunford.substack.com
- 3 months earlier
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Their wordsA point of view isn’t the same thing as your product vision.
↗In the Age of AI, You Need a Point of Viewaprildunford.substack.com 1st of 3 in this piece
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Their wordsBut customers will ultimately only give you today’s dollars for today’s product.
↗In the Age of AI, You Need a Point of Viewaprildunford.substack.com 2nd of 3 in this piece
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Their wordsIn general, your point of view should be rooted in what you can do better than any other vendor in the market.
↗In the Age of AI, You Need a Point of Viewaprildunford.substack.com 3rd of 3 in this piece
- 17 months earlier
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Their wordsIn B2B Tech, it is often VERY hard to copy product features
↗What to do When a Competitor Liesaprildunford.substack.com 1st of 2 in this piece
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Our reading
The easiest thing for a competitor to do is pretend to have the same capabilities you have.
Their wordsIn the real world, the easiest thing for a competitor to do is pretend to have the same capabilities as you have.
↗What to do When a Competitor Liesaprildunford.substack.com 2nd of 2 in this piece
- 4 months earlier
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Their wordsIn any reasonably-sized B2B deal, the champion has to justify the deal to someone else, and there are consequences for making a bad choice.
↗The "No Differentiation" Illusionaprildunford.substack.com 1st of 3 in this piece
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Their wordsPositioning can’t fix your crummy product.
↗The "No Differentiation" Illusionaprildunford.substack.com 2nd of 3 in this piece
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Their wordsPositioning isn’t a band-aid we slap on a weak product to prop it up in the market.
↗The "No Differentiation" Illusionaprildunford.substack.com 3rd of 3 in this piece