#19 How to nail your product positioning | April Dunford, author of Obviously Awesome and Sales Pitch

My guest today is the globally renowned marketing expert April Dunford.April has probably advised more B2B tech companies on positioning than anyone in the world.April's book Obviously Awesome is one of the biggest best-selling marketing books out there - and I'm so happy we had time to dig into everything you need to know to nail Product Positioning so that customers get it, buy it, and love it.Every founder, marketing, sales, and product person should listen to this episode!We discussed:* Why companies fail with positioning* Why positioning is a team sport* April's step-by-step process to nail product positioning* How to find your ICP (ideal customer profile)* Common pitfalls when defining positioning* Messaging vs branding vs positioning* How to align Product, Marketing, Sales, and Executive leadership on positioning and why it's important* How to translate your positioning to a killing Sales pitch—Afonso’s profileApril’s profile and websiteApril’s books:* Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It* Sales Pitch: How to craft a story to stand out and win This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit afonsofranco.substack.com