Lenny’s Newsletter♥ 199
Jan 26, 2021 · 18 min
Subscriber post — summary onlyApril Dunford gives a practical guide to product positioning, using a story about a mispositioned database product to show how context shapes customer assumptions. She argues positioning should be built by starting from…
Lenny’s Podcast85 min
April Dunford · Jun 9, 2022
Key learnings- Weak positioning shows up across the funnel: confused prospects, sluggish middle-of-pipeline deals, and churn after the sale, so…
- Start positioning by identifying competitive alternatives, including the status quo, since roughly 40% of B2B deals are lost to…
- Turn a list of differentiated capabilities into customer value, then group them into two or three value themes that only you can…
Lenny’s NewsletterAug 13, 2024
Aug 13, 2024 · 6 min
Subscriber post — summary onlyAn interview-based post with April Dunford, a positioning consultant, covering how to diagnose positioning problems, her five-step positioning exercise, and how positioning differs from messaging, branding…
Lenny’s Newsletter♥ 420
Mar 10, 2026 · 15 min
Subscriber post — summary onlyLenny's paid guest post by April Dunford, a positioning expert who has worked with 300+ B2B companies, covers four advanced roadblocks that derail positioning work. It argues that disagreement over competitors, product…
Lenny’s Newsletter♥ 162
Oct 17, 2023 · 17 min
Subscriber post — summary onlyApril Dunford argues that B2B buyers often choose "no decision" because purchases feel high-stakes and confusing, making indecision the real competitor. She proposes a two-part sales pitch: a setup that teaches the…
Lenny’s Podcast72 min
EOY Review · Dec 29, 2022
Key learnings- Start positioning by identifying competitive alternatives, including the status quo, since many B2B deals are lost to 'no…
- Map each product capability to the customer value it enables, then group these into two or three differentiated value themes…
- Treat metrics as insights only when they explain why a behavior happens and change what you do; otherwise they are entertainment…