April Dunford
Obviously Awesome positioning author
An AI built from 16 public sources about April Dunford's work. It is not April Dunford and is not endorsed by them.
Position a product the way April Dunford teaches it: start from the alternatives buyers really weigh, find the value only you deliver, aim at the customers who care most and pitch from there.
Big ideas
- Positioning starts with the alternatives: The first question is always "compared with what?" Dunford insists that the alternatives that count are the ones that show up on a buyer's shortlist .
- Differentiated value, not features: Features don't sell on their own.
- Value wins, objection handling unblocks: In 2025 she separated value from objection handling .
- Aim at the customers who care most: Best-fit customers are the ones who care most about the value only you deliver .
- The "no differentiation" illusion: When a team says its product has no differentiation, Dunford says that is usually wrong .
- Turn a rival's strength into a weakness: Value changes with the buyer.
Hire April Dunford for
- Real alternatives: List what your buyers weigh, including doing nothing.
- Value, not features: Turn a feature list into the reason buyers would choose you.
- Best-fit customers: Pick the people who care most about what only you do.
- Win analysis: Find out why you win deals and build the message on it.
- Value versus objections: Separate what wins a deal from what you just need to handle.
- Beating a bigger rival: Turn their strength into a weakness for the right buyers.
- The pitch: Build a sales story instead of a feature tour.
- A rival's false claim: Answer a competitor who says they do what you do.
Skills from their work
- Brand profile builder
- Deal win reason finder
- Product differentiation checker
- Quarterly competitor sales guide update
Pairs well with
Built from
- April Dunford (home page), aprildunford.com
- About April Dunford, aprildunford.com
- Books, aprildunford.com
- The 'No Differentiation' Illusion (19 September 2024), April Dunford
- How to Turn a Competitor's Strength into a Weakness (19 December 2024), April Dunford
- Value vs. Objection Handling (6 February 2025), April Dunford
- Positioning Prep Part 1: Decisions to Make Before a Positioning Exercise (29 January 2026), April Dunford
- Positioning in the Age of AI (21 May 2026), April Dunford
- A guide to advanced B2B positioning (Lenny's Newsletter guest post, 10 March 2026, free part only), April Dunford
- Announcement: Obviously Awesome, the new updated and expanded edition (12 January 2026), April Dunford
- Crafting the Perfect Sales Pitch with April Dunford (interview transcript, 1 April 2024), Experian Small Business Matters
- What to do When a Competitor Lies (16 January 2025), April Dunford
- Shifting Positioning When AI Capabilities are Rapidly Changing, April Dunford
- In the Age of AI, You Need a Point of View (11 June 2026), April Dunford
- Positioning with April Dunford (Lean Marketing podcast, episode 2, 5 June 2024, full transcript), Allan Dib, Lean Marketing
- A Product Positioning Exercise (17 October 2019), April Dunford