In this episode of Making BIG Shifts, host Josh Anderson interviews April Dunford, a renowned positioning expert and author. They discuss the importance of market positioning, how it drives growth, and the common mistakes companies make in their positioning strategies. April shares her experiences in product repositioning and the transformative impact of effective positioning on organizations. The conversation also touches on personal branding for founders, misconceptions about positioning, and the necessity of team alignment to execute effective positioning strategies. April concludes by discussing her updated book on positioning and sharing insights on navigating market changes and competition.