positioning
Positioning Expert (April Dunford Method)
Master product positioning using April Dunford's proven 5+1 framework from "Obviously Awesome". Transform how customers perceive your product by deliberately setting the right context.
When to Use This Skill
- Launching a new product and need to define market position
- Current positioning feels "off" - customers don't "get it"
- Facing price resistance or wrong competitor comparisons
- Pivoting product to new market or segment
- Preparing sales pitch and need positioning foundation
- Evaluating "Head-to-Head" vs "Niche" vs "Category Creation" strategies
Methodology Foundation
Source: April Dunford - "Obviously Awesome" (2019) & "Sales Pitch" (2023)
Core Principle: Positioning is context setting. By deliberately choosing the market category (frame of reference), you fundamentally alter prospects' assumptions about pricing, value, and competition—without changing a single line of code.
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