About April Dunford
April is an executive consultant, speaker, and author who helps technology companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning and Market strategy.
Previously April has run marketing and sales teams at a series of successful technology startups and has launched 16 products into market. She is also a board member, investor, and advisor to dozens of high-growth businesses and is the author of the upcoming book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it.
In her Learn Inbound talk, April shares a step by step process that lets you leverage the power of both market categories and trends to make the value of your offering obvious to the buyers that will love it the most.
Key Takeaways
- Positioning defines how our product is the best in the world at providing something that a well-defined set of customers cares a lot about.
- Don’t be afraid to go narrow. Focusing on your happiest customers can help you identify your best-fit customer profile.
- Positioning is something that needs to be adopted across the entire organisation as it’s a business strategy. It’s simply too broad and too important to live within one silo of the company.
- Companies need to regularly check in on their positioning to adjust it to technology and the competitive landscape as they are constantly changing.