One Knight in Product

Aligning your Positioning & the Myth of Product Market Fit (with April Dunford, Positioning Consultant & Author "Obviously Awesome")

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An interview with April Dunford. April is a Positioning Consultant and author of 2019's "Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It".

We speak about a lot, including:

  • The origin of "Obviously Awesome", why she self published and how publishers don't like "doing" books
  • How taking over a failing product and repositioning made it a success, and showed her the power of good positioning for the exact same product
  • How conferences and publishers reacted in horror at the concept of positioning content, and how it's swung back into fashion these days
  • The shocking story of what happened when she asked a real author for advice and what they said about her book
  • The problem with "fill in the blanks" positioning statements and why they won't help, and might harm
  • The importance of positioning against your actual competition and not just your direct competitors
  • Why Product Market Fit doesn't exist, isn't operationally useful, and is a VC pipe dream
  • The importance of creating a market point of view story to help land your positioning and drive alignment across the organisation
  • How you can use the POV story to help people buy your offering over that of your competitors

    • And much more!

    ...more
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