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 productHow conferences and publishers reacted in horror at the concept of positioning content, and how it's swung back into fashion these daysThe shocking story of what happened when she asked a real author for advice and what they said about her bookThe problem with "fill in the blanks" positioning statements and why they won't help, and might harmThe importance of positioning against your actual competition and not just your direct competitorsWhy Product Market Fit doesn't exist, isn't operationally useful, and is a VC pipe dreamThe importance of creating a market point of view story to help land your positioning and drive alignment across the organisationHow you can use the POV story to help people buy your offering over that of your competitors