#309 Product Positioning | This episode is from a Drive 2025 (our annual Exit Five event) session with April Dunford (Founder, Ambient Strategy). April pulls from working with 300+ tech companies to unpack the real patterns behind winning positioning from calling out competitors’ nonsense to teaching buyers what actually matters, avoiding category-creation traps, and fixing the sales messes that weak positioning creates. It’s sharp, funny, brutally honest, and basically a crash course in how to make your product unmistakably different in a market full of noise.

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Timestamps

(00:00) - – Why Positioning Breaks
(03:20) - – Teaching Buyers to Spot Competitor BS
(06:48) - – Turning Differentiators into Real Value
(10:26) - – The Trap of Overthinking Categories
(14:13) - – Choosing Your Go-To-Market Before Your Positioning
(18:50) - – Building a Story Only You Can Tell
(23:18) - – When Great Storytelling Backfires
(28:53) - – Positioning Multi-Product Companies
(32:34) - – When and Why to Reposition
(36:22) - – Bringing It All Together in Sales

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How to Make Your Product Positioning Impossible to Ignore with April Dunford (Founder, Ambient Strategy)

The Dave Gerhardt Show (from Exit Five)

How to Make Your Product Positioning Impossible to Ignore with April Dunford (Founder, Ambient Strategy)