240: The Battle of Positioning, with April Dunford

If we could convince our competitors to stop adapting and our customers to stop evolving we'd only ever have to position once. April Dunford, CEO of Ambient Strategy, gives us a sneak peak for her upcoming talk at the Conquer Local conference! She goes over how to nail product positioning, when to reposition, and how to adapt positioning to the ever changing marketing landscape. April shares two ways to think about positioning, from the perspective of the salesperson connecting with the SMB and from Saas companies to position themselves against their competitors. She provides insights on how to communicate what's really special about a product/service and what a business can offer so they can standout in the crowd.  April Dunford 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. Subscribe to the podcast now, on iTunes goo.gl/8vPm1B and Google Play goo.gl/uyDsij