Podcasts about ambient strategy

Episode summary:In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch.You'll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year.Key TakeawaysOptimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year.  Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing.  ABM and Personalization: Organizational silos can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems.  Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals.  Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals.  Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy.  Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels.  Best Moments (00:35) - Trent Talbert's career journey in B2B tech.  (02:39) - The relationship between growth and marketing challenges.  (03:54) - Obstacles to fully leveraging ABM and personalization.  (06:51) - Strategies for brands to stand out.  (10:05) - Budget trends and strategic recommendations.  (14:05) - The importance of strategic focus.  (16:54) - Recommended tools in the intent and personalization space.  (18:05) - Trent's favorite reads and the importance of brand building.Tech RecommendationsDemandbase – ABM + intent toolsMutiny – Website personalizationBooks:The Four Conversations by Blair EnnsPodcasts:Two Bobs Podcast with Blair Enns & David C. BakerReports:April Six Marketing Pulse 2025Blair Enns, Founder, Win Without PitchingApril Dunford, Founder, Ambient Strategy, and positioning expert for tech companiesBob Wright, Founder, FirebrickAnna Powell, RevOps influencer in the B2B spaceAbout the guest:Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry.Connect with Trent.

How do you position your B2B SaaS for explosive growth? In this exciting episode of the Grow Your B2B SaaS podcast, host Joran Hofman sits down with April Dunford, the founder of Ambient Strategy and a leading expert in brand positioning. April shares valuable insights on why positioning is crucial for success in the B2B SaaS world. Positioning is often confused with branding and messaging, but it's far more important and foundational. It's about clearly defining why your product is the best at delivering value to a specific group of customers. Positioning helps you understand your competitors, highlight your unique features, and make it clear why your solution stands out in the market. Tune in to learn how effective positioning can drive massive growth for your SaaS business. Key Timecodes (0:00) - Introduction: Understanding Competition and Positioning (0:58) - Guest Introduction: Featuring April Dunford (1:42) - Defining Positioning vs. Messaging and Branding (3:18) - Importance of Clear Positioning (4:18) - Positioning as a Foundation for Marketing and Sales (6:01) - Differentiating Positioning from Branding (6:59) - Positioning in Practice: Impact and Implementation (9:23) - Common Mistakes in SaaS Positioning (12:34) - Misunderstanding Competition: The Intern Analogy (14:28) - Importance of Positioning in B2B (20:18) - Sales Pitch and Positioning: April's Process (24:08) - Testing Positioning with Sales Pitches (27:44) - Cross-functional Team Importance in Positioning (30:40) - Workshop Style for Positioning Process (34:32) - Challenges in Implementing Positioning (36:53) - Future of Positioning in Crowded Markets (39:07) - Advice for Early-stage SaaS Companies (41:39) - Advice for Scaling SaaS Companies (44:06) - How to Contact April Dunford

  April Dunford is the founder of Ambient Strategy, a consulting firm that helps technology companies grow. She has led marketing, product, and sales teams at companies like IBM, Siebel, and Sybase. April's work is focused on early and growth-stage startups—recognizing that weak positioning can be the difference between success and failure. She also works with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. April's best-selling book, Obviously Awesome, captures her ideas about positioning and provides a methodology that any startup can follow. Today, April is focused on giving back as much as she can. She mentors and advises dozens of startups and is an enthusiastic board member at a handful of startups. April resides in Toronto, Canada, where she enjoys spending time with her kids and small dog in a cabin in the woods.   Today, April joins me to discuss positioning for B2B tech companies. She explains how to position a product to the current market, rather than the company's vision of the future. She discusses what product managers need to understand about their vision and the current market to craft a successful position. She explains why product positioning is most important in B2B and why positioning is different from messaging. We discuss the importance of positioning to improve marketing and sales performance and why you need to continually refine and evolve positioning over time. April also suggests the best way to develop a positioning thesis and calculate the value it will deliver to the customer.   “The best way to test positioning if you're B2B and you have a sales team is to take that positioning and translate it into a sales pitch, then test it out on qualified prospects in a sales call.” - April Dunford   This week on Innovation Talks:   ●     How to explore the best positioning strategy for your company ●     How B2B tech companies can position themselves for their specific market ●     Why weak positioning makes your sales process harder ●     April's five components of positioning ●     April's methodology for positioning that any company can follow ●     How to test your positioning ●     The benefits of structured sales pitches   Connect with April Dunford:   ●     April Dunford's Website (https://www.aprildunford.com/) ●     Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford (https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005/) ●     April Dunford on LinkedIn (https://www.linkedin.com/in/aprildunford/) ●     April Dunford on Twitter (https://twitter.com/aprildunford)   This Podcast is brought to you by Sopheon   Thanks for tuning into this week's episode of Innovation Talks. If you enjoyed this episode, please subscribe and leave a review wherever you get your podcasts.   Apple Podcasts (https://podcasts.apple.com/us/podcast/innovation-talks/id1555857396) | TuneIn (https://tunein.com/podcasts/Technology-Podcasts/Innovation-Talks-p1412337/) | GooglePlay (https://www.google.com/podcasts?feed=aHR0cHM6Ly9pbm5vdmF0aW9udGFsa3MubGlic3luLmNvbS9yc3M%3D) | Stitcher (https://www.stitcher.com/s?fid=614195) | Spotify (https://open.spotify.com/show/1dX5b8tWI29YbgeMwZF5Uh) | iHeart (https://www.iheart.com/podcast/263-innovation-talks-82985745/)   Be sure to connect with us on Facebook (https://www.facebook.com/SopheonCorp/) , Twitter (https://twitter.com/sopheon) , and LinkedIn (https://www.linkedin.com/company/sopheon/) , and share your favorite episodes on social media to help us reach more listeners, like you.   For additional information around new product development or corporate innovation, sign up for Sopheon's newsletter where we share news and industry best practices monthly! The fastest way to do this is to go to sopheon.com (https://www.sopheon.com/) and click here (https://info.sopheon.com/subscribe) .  

  April Dunford is the founder of Ambient Strategy, a consulting firm that helps technology companies grow. She has led marketing, product, and sales teams at companies like IBM, Siebel, and Sybase. April's work is focused on early and growth-stage startups—recognizing that weak positioning can be the difference between success and failure. She also works with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. April's best-selling book, Obviously Awesome, captures her ideas about positioning and provides a methodology that any startup can follow. Today, April is focused on giving back as much as she can. She mentors and advises dozens of startups and is an enthusiastic board member at a handful of startups. April resides in Toronto, Canada, where she enjoys spending time with her kids and small dog in a cabin in the woods.   Today, April joins me to discuss positioning for B2B tech companies. She explains how to position a product to the current market, rather than the company's vision of the future. She discusses what product managers need to understand about their vision and the current market to craft a successful position. She explains why product positioning is most important in B2B and why positioning is different from messaging. We discuss the importance of positioning to improve marketing and sales performance and why you need to continually refine and evolve positioning over time. April also suggests the best way to develop a positioning thesis and calculate the value it will deliver to the customer.   “The best way to test positioning if you're B2B and you have a sales team is to take that positioning and translate it into a sales pitch, then test it out on qualified prospects in a sales call.” - April Dunford   This week on Innovation Talks:   ●     How to explore the best positioning strategy for your company ●     How B2B tech companies can position themselves for their specific market ●     Why weak positioning makes your sales process harder ●     April's five components of positioning ●     April's methodology for positioning that any company can follow ●     How to test your positioning ●     The benefits of structured sales pitches   Connect with April Dunford:   ●     April Dunford's Website (https://www.aprildunford.com/) ●     Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford (https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005/) ●     April Dunford on LinkedIn (https://www.linkedin.com/in/aprildunford/) ●     April Dunford on Twitter (https://twitter.com/aprildunford)   This Podcast is brought to you by Sopheon   Thanks for tuning into this week's episode of Innovation Talks. If you enjoyed this episode, please subscribe and leave a review wherever you get your podcasts.   Apple Podcasts (https://podcasts.apple.com/us/podcast/innovation-talks/id1555857396) | TuneIn (https://tunein.com/podcasts/Technology-Podcasts/Innovation-Talks-p1412337/) | GooglePlay (https://www.google.com/podcasts?feed=aHR0cHM6Ly9pbm5vdmF0aW9udGFsa3MubGlic3luLmNvbS9yc3M%3D) | Stitcher (https://www.stitcher.com/s?fid=614195) | Spotify (https://open.spotify.com/show/1dX5b8tWI29YbgeMwZF5Uh) | iHeart (https://www.iheart.com/podcast/263-innovation-talks-82985745/)   Be sure to connect with us on Facebook (https://www.facebook.com/SopheonCorp/) , Twitter (https://twitter.com/sopheon) , and LinkedIn (https://www.linkedin.com/company/sopheon/) , and share your favorite episodes on social media to help us reach more listeners, like you.   For additional information around new product development or corporate innovation, sign up for Sopheon's newsletter where we share news and industry best practices monthly! The fastest way to do this is to go to sopheon.com (https://www.sopheon.com/) and click here (https://info.sopheon.com/subscribe) .

In this episode, we sit down with April Dunford, founder of Ambient Strategy and author of the books "Sales Pitch" and "Obviously Awesome". She is most known for her expertise in market positioning, having personally launched 16 products and influenced many others. Our conversation covers several key insights from Dunford's work:The disconnect between how marketing and sales teams communicate product value, with marketing focused on perfect messaging while sales reverts to feature-dumping demos.The importance of crafting a sales pitch that tells a compelling story about why a customer should choose your product over competitors, rather than just listing product capabilities.Her experience launching her own positioning-focused podcast, where she was able to dive deeper into niche positioning topics than is typically possible as a guest on other shows.This episode offers valuable lessons for anyone involved in product marketing, sales, or positioning - whether at a tech company or any other type of business. Dunford's insights provide a framework for crafting more effective, customer-centric sales and marketing narratives. A big thank you to our guest co-host, Josh Colter. Josh is the CEO of Cardboardit and has great experience in marketing and positioning. We'd love to hear from you! Reach out to podcast@sep.com to share your feedback on this show.You can find more information about this podcast at sep.com/podcast and subscribe wherever you get your podcasts. Thanks for listening!

April Dunford is the CEO of Ambient Strategy, a boutique consulting firm that specializes in positioning for technology companies. April has worked with over 200 companies across the globe, helping them grow faster by ensuring their offerings are clearly differentiated in the market.

 April Dunford is the founder of Ambient Strategy, a consulting firm that helps technology companies grow. She has led marketing, product, and sales teams at companies like IBM, Siebel, and Sybase. April's work is focused on early and growth-stage startups—recognizing that weak positioning can be the difference between success and failure. She also works with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. April's best-selling book, Obviously Awesome, captures her ideas about positioning and provides a methodology that any startup can follow. Today, April is focused on giving back as much as she can. She mentors and advises dozens of startups and is an enthusiastic board member at a handful of startups. April resides in Toronto, Canada, where she enjoys spending time with her kids and small dog in a cabin in the woods. Today, April joins me to discuss positioning for B2B tech companies. She explains how to position a product to the current market, rather than the company's vision of the future. She discusses what product managers need to understand about their vision and the current market to craft a successful position. She explains why product positioning is most important in B2B and why positioning is different from messaging. We discuss the importance of positioning to improve marketing and sales performance and why you need to continually refine and evolve positioning over time. April also suggests the best way to develop a positioning thesis and calculate the value it will deliver to the customer. “The best way to test positioning if you're B2B and you have a sales team is to take that positioning and translate it into a sales pitch, then test it out on qualified prospects in a sales call.” - April Dunford This week on Innovation Talks: ●     How to explore the best positioning strategy for your company ●     How B2B tech companies can position themselves for their specific market ●     Why weak positioning makes your sales process harder ●     April's five components of positioning ●     April's methodology for positioning that any company can follow●     How to test your positioning ●     The benefits of structured sales pitches  Connect with April Dunford: ●     April Dunford's Website●     Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford●     April Dunford on LinkedIn●     April Dunford on Twitter This Podcast is brought to you by Sopheon Thanks for tuning into this week's episode of Innovation Talks. If you enjoyed this episode, please subscribe and leave a review wherever you get your podcasts. Apple Podcasts | TuneIn | GooglePlay | Stitcher | Spotify | iHeart Be sure to connect with us on Facebook, Twitter, and LinkedIn, and share your favorite episodes on social media to help us reach more listeners, like you. For additional information around new product development or corporate innovation, sign up for Sopheon's newsletter where we share news and industry best practices monthly! The fastest way to do this is to go to sopheon.com and click here.

What are the research methods and information you need to know to craft a great pitch?  Kipp and Kieran are joined by April Dunford (executive consultant, speaker and author) to dive into what goes into the framework for creating compelling sales pitches. Learn more on how to win more pitches than you lose, the importance of blending company perspective with discovering customer needs, and the importance of personalized AI assistance in sales. About April Dunford April Dunford is the author of the bestselling books, “Obviously Awesome” and “Sales Pitch”. She is the Founder of Rocket Launch Marketing & CEO of Ambient Strategy. Previously, she was VP of Marketing at high-growth startups and executive at IBM and Nortel. She is currently a public speaker and consultant.  Connect with April! Twitter https://twitter.com/aprildunford LinkedIn https://www.linkedin.com/in/aprildunford/ Podcast https://podcasts.apple.com/us/podcast/positioning-with-april-dunford/id1690104435 Substack https://aprildunford.substack.com/ Website https://www.aprildunford.com/ Mentions ChatGPT https://chat.openai.com/ IBM https://www.ibm.com/ Follow us for everyday marketing wisdom straight to your feed YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg  Twitter: https://twitter.com/matgpod  TikTok: https://www.tiktok.com/@matgpod  Thank you for tuning into Marketing Against The Grain! Don't forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934   If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support. Host Links: Kipp Bodnar, https://twitter.com/kippbodnar   Kieran Flanagan, https://twitter.com/searchbrat  ‘Marketing Against The Grain' is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

In this episode of the SaaS Revolution Show our host Alex Theuma is joined live from the #SaaStock2023 Podcast Stage by April Dunford, co-founder & CEO at Ambient Strategy, who shares how to craft a story to stand out and win.  "Part of it is opening up the eyes of the customer, looking at the problem in maybe a different perspective or maybe a different way - introducing some concepts that maybe they never thought about. So most sales pithces do not have a section of that pitch that specifically covers discovery. So if you look at when marketing builds a sales pitch, they literally will have this pitch, and if you look at it, you'd be like "well, where does the discovery happen?" and marketing is like "I don't know, that's some weird sales thing, maybe they do that before". And that's a crazy way to think about discovery - discovery should be something that's woven into the actual narrative of the pitch itself." April shares:

In this episode of Confessions of a B2B Marketer, Tom Hunt and April Dunford discuss the importance of positioning in B2B marketing and how it can make a significant impact.

In the fiercely competitive landscape of product-led businesses, we often become entangled in the complexities of features and endless comparisons. Can you relate? However, to outshine your competitors, you must master the art of a winning sales pitch. Our guest expert is April Dunford, a positioning expert and bestselling author of "Obviously Awesome" and "Sales Pitch." Emphasizing the significance of a compelling narrative and distinct differentiation, April underscores these points with a sales pitch example from Help Scout, a customer service software company. She imparts eight crucial steps for crafting an effective sales pitch, which she discusses in more depth as the episode unfolds. Key Takeaways:  [00:10] Introduction of episode and guest April Dunford  [01:50] April's insights on the need for a killer sales pitch [04:10] The role of context in a sales pitch [05:50] Signs your sales pitch needs improvement [07:00] Characteristics of a winning sales pitch [13:45] Example: Help Scout's Sales Pitch [14:45] Importance of a strong point of view  [16:05] April's eight-step process for building a sales pitch [16:35] Step 1: Solid Positioning  [18:30] Step 2: Emotional Starting Point [19:20] Step 3: Insight and API Value [20:10] Step 4: Pros and Cons of Alternatives [21:00] Step 5: Paint the Perfect World (ideal solution and alignment) [22:55] Step 6: Align the Audience (with the ideal solution) [27:55] Step 7: Option to Address Objections [28:40] Step 8: Make the Ask (for the next step in the sales process)  [29:10] Mistakes to avoid in a sales pitch [32:00] Importance of sales involvement in the positioning process [34:50] April's podcast and book  About April Dunford:  April Dunford is a positioning expert for growing tech companies and the best-selling author of "Obviously Awesome" and “Sales Pitch.” She shares insights on startups, marketing, positioning, and B2B marketing.  Based in Toronto, Canada, April is the founder of Ambient Strategy and has a track record of working with over 200 companies, from startups to Fortune 500 firms, helping them develop positioning strategies that set them apart in the market.  Links: April Dunford | LinkedIn  April Dunford | website + books Positioning with April Dunford 

 April Dunford is the founder of Ambient Strategy, a consulting firm that helps technology companies grow. She has led marketing, product, and sales teams at companies like IBM, Siebel, and Sybase. April's work is focused on early and growth-stage startups—recognizing that weak positioning can be the difference between success and failure. She also works with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. April's best-selling book, Obviously Awesome, captures her ideas about positioning and provides a methodology that any startup can follow. Today, April is focused on giving back as much as she can. She mentors and advises dozens of startups and is an enthusiastic board member at a handful of startups. April resides in Toronto, Canada, where she enjoys spending time with her kids and small dog in a cabin in the woods. Today, April joins me to discuss positioning for B2B tech companies. She explains how to position a product to the current market, rather than the company's vision of the future. She discusses what product managers need to understand about their vision and the current market to craft a successful position. She explains why product positioning is most important in B2B and why positioning is different from messaging. We discuss the importance of positioning to improve marketing and sales performance and why you need to continually refine and evolve positioning over time. April also suggests the best way to develop a positioning thesis and calculate the value it will deliver to the customer. “The best way to test positioning if you're B2B and you have a sales team is to take that positioning and translate it into a sales pitch, then test it out on qualified prospects in a sales call.” - April Dunford This week on Innovation Talks: ●     How to explore the best positioning strategy for your company ●     How B2B tech companies can position themselves for their specific market ●     Why weak positioning makes your sales process harder ●     April's five components of positioning ●     April's methodology for positioning that any company can follow●     How to test your positioning ●     The benefits of structured sales pitches  Connect with April Dunford: ●     April Dunford's Website●     Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford●     April Dunford on LinkedIn●     April Dunford on Twitter This Podcast is brought to you by Sopheon Thanks for tuning into this week's episode of Innovation Talks. If you enjoyed this episode, please subscribe and leave a review wherever you get your podcasts. Apple Podcasts | TuneIn | GooglePlay | Stitcher | Spotify | iHeart Be sure to connect with us on Facebook, Twitter, and LinkedIn, and share your favorite episodes on social media to help us reach more listeners, like you. For additional information around new product development or corporate innovation, sign up for Sopheon's newsletter where we share news and industry best practices monthly! The fastest way to do this is to go to sopheon.com and click here. 

In this episode, we speak with April Dunford, Founder, Ambient Strategy about the 5-step process approach you must go through to nail your positioning. We do so by using a real example case, the positioning of SaaS Nordic and SaaSiest. In this episode, we've flipped the roles and April is asking all the questions while Daniel and Thomas do the answering. To find the answer April walks us through these 5 key questions: - If you don't exist, what would your customers use - What features or capabilities do you have that alternatives do not - What value do the attributes enable for customers - Who cares a lot about the value - What context makes the value obvious to your target segment Tune in to learn how April's positioning framework is used in action as Daniel and Thomas do their best in figuring out how to address the questions.

Today's guest is April Dunford, founder of Ambient Strategy and author of the essential positioning book Obviously Awesome. April's an expert on positioning, including what it is, what people get wrong with it, and what they need to get right with it. She's currently working on her second book focused on teaching teams the structure and processes she's been using to build sales pitches for the past couple of decades with hundreds of tech companies. This interview, recorded at SaaStock 2022 with Patrick Campbell, gives you a sneak peak into a masterclass on sales pitches conducted by April Dunford.High Level Overview:Positioning is crucial in B2B sales as it helps potential customers understand the value of your offering and how it stands out from competitors. Effective positioning can significantly improve sales performance.Personalized and targeted messaging is essential to engage potential customers, and leveraging data-driven insights can help create a compelling narrative that resonates with them.Testing new positioning with top sales representatives and partners is necessary to validate its effectiveness and ensure better sales outcomes.Explainer videos, buyer's guides, blog posts, and graphical representations are some marketing collateral that can be used to convey the positioning to customers, aiding their understanding of the market and product.Companies should be creative and focus on helping customers understand the market and the unique value proposition of their product, which can drive sales and customer engagement.A Crash Course on Crushing Your Sales Pitch:A good sales pitch is a concise, persuasive, and tailored presentation that effectively communicates the unique value proposition of your product or service, addressing the specific needs and challenges of your target audience. The ultimate goal is to capture their attention and convince them that your solution is the best choice to alleviate their pain points. Consider the following points:Understand your target audience: April stresses the importance of knowing the context of your audience, their needs, and their pain points to make your pitch more relevant and persuasive.Develop a strong positioning: April believes that positioning is the foundation of a successful sales pitch. Craft a unique value proposition by emphasizing what sets your product apart from competitors and how it addresses your audience's specific needs.Use storytelling techniques: April shares her experience of using storytelling in a sales pitch, making it more engaging and memorable. Incorporate relatable stories that demonstrate how your product or service has helped others and create an emotional connection with your audience.Be concise and clear: April highlights the importance of clarity and brevity in a sales pitch. Focus on delivering your key messages in a succinct manner, avoiding jargon and complex language that could confuse your audience.Tailor the pitch to different customer segments: Adapt your messaging, examples, and value proposition to cater to the unique requirements of each audience segment. April advises being flexible with your pitch and adjusting it to different contexts to maximize its effectiveness.Practice and refine your pitch: Continuously iterate and improve your sales pitch based on feedback and market trends, ensuring it remains relevant and impactful. April underscores the importance of learning from your experiences and refining your pitch to achieve better results.Further LearningsApril wrote the book on positioning. Check it out here.Follow April on LinkedIn and Twitter.

I'm such a big fan of April Dunford. I've read her book "Obviously Awesome - How to Stand Out in Noisy Crowded Markets" and consider her the startup positioning pro. April Dunford is founder and CEO of Ambient Strategy, a consulting firm that specializes in positioning for tech companies. April has worked with 200+ companies across the globe. For early stage startups her focus is on GTM strategy, she also works with large companies on new product intros and market positioning. Prior, April held executive roles in a series of successful startups as CEO, COO, VP Marketing and VP Marketing and Sales. Here's what we hit on: Where most companies go wrong with their positioning; April's approach to positioning for early stage startups (HINT: ask customers to "take me back before you bought our stuff, what was the trigger"); There's a handful of things that are important early stage when you only have your first few customers; After you get your first customers that love you and learn more about why, then start working on your GTM strategy; What are your top challenges, what are you trying to figure out these days. You can reach April on LinkedIn: www.linkedin.com/in/aprildunford/ Check out her website: www.aprildunford.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you'll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also connect with me on LinkedIn: www.linkedin.com/in/annafurmanov --- Send in a voice message: https://anchor.fm/anna-furmanov/message

In this episode of "Reel Talk: The Customer Insights Show," we are talking about positioning. Why is it so hard How can we get it right How do we know we are done with it? To discuss that topic, Jennifer Vogel is joined by April Dunford, founder of Ambient Strategy and author of “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” Join us and check out April's book here: https://lnkd.in/gZpZzqyi Catch previous episodes: https://site.voxpopme.com/reel-talk-market-research-podcast/ "Reel Talk" is presented to you by Voxpopme, the leader in video surveys. Learn more about how you can use video surveys in your market research here: http://site.voxpopme.com. --- Send in a voice message: https://anchor.fm/customer-insights-show/message

On this episode of the Traction podcast, host Lloyed Lobo of Boast.AI features a talk on Product Positioning by April Dunford, Founder of Ambient Strategy and Author of Obviously Awesome from Traction Conference 2019.    Positioning has an impact across all key product decisions, from roadmap to pricing. Buyers need context to understand new innovative offerings. Businesses that figure out how to set that context have a distinct advantage over those that don't.   April provides a methodology for picking the right positioning strategy and shares examples from companies that repositioned their products or companies to unlock hyper-growth.   More specifically, April covers:   0:44 - One of the most misunderstood concepts in product marketing 3:47 - Why positioning is still important 7:02 - The effects of positioning your product in a certain market category 12:09 - The biggest problem around positioning and how to fix it 20:03 - Competitive comparables 26:21 - A small change in branding that made a big difference   Learn more at https://tractionconf.io   Connect with April Dunford: https://www.linkedin.com/in/aprildunford/ Get April's book Obviously Awesome at  https://www.aprildunford.com/obviously-awesome   This episode is brought to you by:   Each year the U.S. and Canadian governments provide more than $20 billion in R&D tax credits and innovation incentives to fund businesses. But the application process is cumbersome, prone to costly audits, and receiving the money can take as long as 16 months. Boast automates this process, enabling companies to get more money faster without the paperwork and audit risk. We don't get paid until you do! Find out if you qualify today at https://Boast.AI.   Launch Academy is one of the top global tech hubs for international entrepreneurs and a designated organization for Canada's Startup Visa. Since 2012, Launch has worked with more than 6,000 entrepreneurs from over 100 countries, of which 300 have grown their startups to seed and Series A stage and raised over $2 billion in funding. To learn more about Launch's programs or the Canadian Startup Visa, visit https://LaunchAcademy.ca    Content Allies helps B2B companies build revenue-generating podcasts. We recommend them to any B2B company that is looking to launch or streamline its podcast production. Learn more at  https://contentallies.com  

If there's one thing April Dunford wants you to know about positioning, it's that positioning is not the same thing as messaging. And while we're on the topic, please stop calling it brand positioning.“My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there's positioning and there's branding, but those things are actually really distinct.”In this episode of The Marchitect, legendary positioning expert April Dunford explains why Mad Libs “fill in the blanks” positioning statements don't work. And she gives us a better way to position products to win.

April Duford is the Founder and Chief Strategist for Ambient Strategy. She's also the author of “Obviously Awesome” which is focused on nailing product positioning. April has held various roles in start-ups such as CEO, COO, VP of Marketing and Sales, and now she's transitioned into doing her own consulting work. She specializes in helping B2B Tech Companies find their positioning strategy and getting to market with success.   In this episode, April tells us what product positioning is and what the benefits to nailing your positioning are.   Here are some topics covered in this episode: What the fundamental differences between branding and positioning are How long the process of positioning takes The role sales plays in positioning Common mistakes that sales teams make when it comes to positioning   More From the Guest: LinkedIn: https://ca.linkedin.com/in/aprildunford  Website: www.aprildunford.com Book: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It   Listen to more episodes of the Outside Sales Talk here and watch the video here! https://www.badgermapping.com/podcast     Start Selling More Today with Badger Maps - The #1 Route Planner for Field Sales See Badger in Action: https://www.badgermapping.com/outside-sales-talk-listener/    If you love the Outside Sales Talk podcast, you'll also love Badger's newsletters!  Our 95,000+ subscribers stay at the top of their game with actionable tips from top sales experts.   Are you in? Subscribe to Badger Maps' newsletters now! https://www.badgermapping.com/newsletters/

When taking a product to the market, there are some fundamental questions to address. What does your product really do and who is it for? What is its true use case? Understanding the answers to these questions is the process of product positioning. Joining us to demystify how companies should position their products is April Dunford, Founder of Ambient Strategy.  With over two decades of experience in positioning, repositioning and launching products, in this episode April shares her key learnings on how to ensure your product is reaching the right customer. Expect to learn how to think like your customer, identify effective market segments for your product and much more.

Positioning is fundamental to any business looking to provide clarity around competition, differentiation, and value. So why, then, do so many companies struggle with weak positions? We speak with April Dunford, Founder of Ambient Strategy, about her background in positioning and shares some of the common mistakes that companies make.What we discussed:Creating a methodology for positioning & avoiding trapsHow to fix weak positioning Deciding between an existing market category or creating a new oneCheck out this additional resource mentioned during the episode:Obviously Awesome by April DunfordThis is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.Listening on a desktop & can't see the links? Just search for Flip My Funnel in your favorite podcast player.

This week on the Human Insight podcast, we interview April Dunford, a tech executive, board member, CEO and founder of Ambient Strategy, and author of Obv!ously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It. In her interview with Janelle Estes, UserTesting's Chief Insights Officer, Dunford discusses:  Is positioning just for startups How has the pandemic changed the role of positioning  How our biases inhibit our positioning efforts Who should be involved in positioning The importance of customer feedback in developing your positioning And how to identify your best fit customers

This week on the Human Insight podcast, we interview April Dunford, a tech executive, board member, CEO and founder of Ambient Strategy, and author of Obv!ously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.In her interview with Janelle Estes, UserTesting's Chief Insights Officer, Dunford discusses: Is positioning just for startupsHow has the pandemic changed the role of positioning How our biases inhibit our positioning effortsWho should be involved in positioningThe importance of customer feedback in developing your positioningAnd how to identify your best fit customers

In this episode, our guest is April Dunford, Founder of Ambient Strategy and author of "Obviously Awesome: How to Nail Product Positioning". April is a startup executive with deep expertise around how companies bring new offerings to market. Listen as she joins Intricately CEO Michael Pollack and VP of Marketing Sarah E. Brown for a discussion on how cloud leaders can drive revenue through effective product positioning.

In this episode, the Obviously Awesome April Dunford, the positioning hegemon with 25+ years of experience, joins us to discuss and debunk all possible confusions and misunderstandings around positioning. She talks about: --> What exactly is positioning (in the SaaS context), and why are very few companies able to nail it? --> How positioning is different from messaging? --> Signals that tell you that it is time for you to reposition --> The 10 step positioning process --> Why category design isn't going to work for everyone --> How positioning for the market is different from positioning for investors, and a lot more...

Baking soda has been a key background character in most of our lives. It's the ingredient you forget that ruins a batch of cookies, or you accidentally knock it over in your fridge, and you might even brush your teeth with it. And when it's not being googled over whether or not it's interchangeable with baking powder, it's doing the work to keep our lives clean and odorless. Baking soda...kind of does it all? And the thing is, when we learn it does something new—we believe it. How on Earth did Arm & Hammer figure that out?Well, it's because they mastered positioning. From cooking to laundry, baking soda is infinitely useful. And once that was discovered, Arm & Hammer went into full force dominating several industries. But how can the rest of us do the same with our products? April Dunford, Founder and CEO of Ambient Strategy, knows how. And lucky for us, she's sharing the secrets of how to become champions at positioning and getting customers to obsess over our products.--------"Customer experience is not the thing that brings you through the door. But it is absolutely the thing that keeps you there." - April Dunford--------Time Stamps* (0:00) Wait...what even is baking soda?* (7:11) What is positioning, and why does it matter?* (10:05) Your customers are changing, and so should your positioning* (15:40) The differences between strategy and positioning * (16:51) Lawyers—they're just like us!* (19:39) Branding's role in positioning--------SponsorThis podcast is presented by Oracle CX. Hear more executive perspectives on CX transformation at Oracle.com/cx/perspectives--------LinksConnect with April on LinkedInCheck out April's book "Obviously Awesome"

As marketers, we love data. We love methodologies. We love frameworks. So, why is it that product positioning is something we expect to come to us in a dream?This problem led April Dunford, Founder at Ambient Strategy and Author of Obviously Awesome, to spend years crafting a methodology for product positioning that is repeatable, works and is a whole lot better than merely reading tea leaves.She joins me on LinkedIn Live to discuss:What most companies get wrong about product positioningHow to position against direct competitorsHow to position against the status quoThis is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.

My guest today is April Dunford, a Product Marketing and Positioning expert. She’s also the author of the best-selling book, Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It. She is also the founder and CEO of Ambient Strategy, a boutique consulting firm that specializes in positioning for technology companies.   In this episode, we discuss how positioning is a crucial element of every product and how bad positioning can have a devastating effect on your roadmap. We talk about the benefit of product management working closely with product marketing (especially at the beginning of the innovation journey), how companies should implement and execute their positioning strategy, and how to begin to create a cohesive product strategy that can generate value and money.   This is a fun and insightful episode that no product leader should miss!   Episode Details: How Great Positioning Leads to Great Roadmaps (and Not the Other Way Around) with April Dunford: “One of the first things I teach people is that everybody’s got to own positioning. … Because positioning impacts everything we do. It’s going to impact what we’re doing in product, it’s going to impact what we’re doing in sales, in marketing, … customer success — it impacts a lot of things.” — April Dunford   About April Dunford: April is an experienced startup executive with a deep interest in how companies bring new offerings to market and get them into the hands of customers that are willing to pay for them. She has deep expertise in market positioning and has launched 16 products into the market. She has experience in creating new markets, expanding markets, and positioning new products in existing established markets.   April has held executive roles in a series of successful startups as CEO, COO, VP Marketing, and VP Marketing and Sales. She has also held executive roles at global companies such as IBM, where she launched and grew a new product division.   Additionally, April is the CEO of Ambient Strategy, a boutique consulting firm that specializes in positioning for technology companies. Through this, she has worked with over 200 companies across the globe, helping them grow faster by ensuring their offerings are clearly differentiated in the market.   Topics We Discuss in this Episode: About April’s career background and the work that she does today About her book, Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It The impetus of what got her interested and invested in positioning Why positioning is so fundamentally important for the marketing of your product The differences between market categories vs. trends (and what makes good ones vs. bad ones) Why you don’t have to be trendy in order to sell product How to create a cohesive product strategy that can generate value and money How to better structure the relationship between product management and product marketing The scope that positioning covers and why everyone needs to be involved Key components of positioning and what you need to consider as a product leader How to have conversations about positioning on all levels of the organization How to mitigate positioning challenges before they happen How to get your whole organization aligned with the positioning How to execute on your positioning throughout the lifecycle of your roadmap Advice for leaders who are new at defining and executing a positioning strategy   Product Leader Tip of the Week: You have to create your positioning strategy deliberately. A good product leader should be open to the idea that there are other ways to contextualize what they do beyond databases. You also need to have a structured process. If it is not structured, you will not be able to get a good result.   To Learn More About April Dunford: April Dunford’s LinkedIn Ambient Strategy Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It, by April Dunford   Related Resources: com/Template — Download Daniel’s free IoT Product Strategy Template here!   Want to Learn More? Sign up for my newsletter atcom/Join for weekly advice and best practices directly to your inbox! Visit com/Podcast for additional information, show notes, and episodes. Subscribe on Apple Podcasts so you don’t miss out on any of my conversations with product and thought leaders!   Pull Quotes (for Social-Media Use):   “You don’t have to be trendy. You don’t have to loop in a trend in order to sell stuff. I spent a lot of time in the database space and there was nothing trendy about it but it didn’t stop us from making hundreds of millions of dollars!” — April Dunford   “We’re often forgetting about marketing category as a way to contextualize what we’re doing for customers — but, it’s just as important internally, in the way that we think about our product and ourselves as a company.” — April Dunford   “I teach [that] everybody’s got to own positioning. … Because positioning impacts everything we do. It’s going to impact what we’re doing in product, it’s going to impact what we’re doing in sales, in marketing, … customer success — it impacts a lot of things.” — April Dunford   “If we’re going to look at positioning or make a change in positioning, we actually need to get all the groups together [within the company].” — April Dunford   “The only way to make sure that you get to a good result is to have some kind of a structured process that … takes the opinions out of it and … leads you in a direction that you can actually validate it.” — April Dunford

April Dunford is the founder of Ambient Strategy and author of "Obviously Awesome: How to Nail Product Positioning, so Customers Get it, Buy it, Love it." In this episode, you're going to learn about the five components of effective positioning. We cover each of these in detail and identify critical questions that your company needs to answer. Once you understand these five components, you can pull them together to create the right positioning for your SaaS product - so your customers will also "get it, buy it and love it". The Show Notes Ambient Strategy Obviously Awesome book Positioning: The Battle for Your Mind by Al Ries and Jack Trout April on Twitter Omer on Twitter Enjoyed this episode? Subscribe to the podcast Leave a rating and review Follow Omer on Twitter Need help with your SaaS? Join SaaS Club Plus: our membership and community for new and early-stage SaaS founders. Join and get training & support. Join SaaS Club Launch: a 12-week group coaching program to help you get your SaaS from zero to your first $10K revenue. Apply for SaaS Club Accelerate: If you'd like to work directly with Omer 1:1, then request a free strategy session.

April Dunford is the founder of Ambient Strategy and author of "Obviously Awesome: How to Nail Product Positioning, so Customers Get it, Buy it, Love it."In this episode, you're going to learn about the five components of effective positioning. We cover each of these in detail and identify critical questions that your company needs to answer. Once you understand these five components, you can pull them together to create the right positioning for your SaaS product - so your customers will also "get it, buy it and love it".The Show NotesAmbient StrategyObviously Awesome bookPositioning: The Battle for Your Mind by Al Ries and Jack TroutApril on TwitterOmer on TwitterEnjoyed this episode?Subscribe to the podcastLeave a rating and reviewFollow Omer on TwitterNeed help with your SaaS?Join SaaS Club Plus: our membership and community for new and early-stage SaaS founders. Join and get training & support.Join SaaS Club Launch: a 12-week group coaching program to help you get your SaaS from zero to your first $10K revenue.Apply for SaaS Club Accelerate: If you'd like to work directly with Omer 1:1, then request a free strategy session.

Positioning can make or break a new product, yet it rarely gets the attention it deserves. On todays episode, April Dunford the CEO at Ambient Strategy, outlines a product positioning process that will shine a spotlight on your product’s best features. We will also give re-positioning examples and show the impact on the overall business that resulted from that shift in context. You can check out April's book, Obviously Awesome, to dive deeper. BIG NEWS We've officially launched the Rocketship Premium Podcast feed! Join today for $5/month or $40 annually, and get access to exclusive bonus shows of Rocketship, previews of new seasons, and an ad free version of every episode of the podcast. Check it out today by clicking here. This episode is brought to you by Gusto, making payroll, benefits, and HR easy for modern small businesses. Rocketship listeners get three months free at gusto.com/rocketship. This episode is brought to you by Cloudways. Cloudways is a managed cloud hosting platform that simplifies the hosting experience, Visit Cloudways.com and use the promo code RSCW to get 30% off for 3 months on Cloudways managed cloud hosting platform. This episode is also brought to you by DigitalOcean, the cloud platform that makes it easy for startups to launch high-performance modern apps and websites. Learn more about DigitalOcean and apply for Hatch at do.co/rocketship. This episode is also brought to you by .tech, where you can secure your .tech domain name today. Rocketship listeners can receive a 90% discount on their .tech domain names by going to go.tech/rocketship and using coupon code ROCKETSHIP.  Learn more about your ad choices. Visit megaphone.fm/adchoices

On this week's episode, I speak with April Dunford, the Founder and Chief Strategist for Ambient Strategy. She's been with a number of large companies and now doing her own consulting. We primarily discuss the idea of "positioning." We talk about what positioning is, how to find your product's position in the marketplace, and how positioning fits in with branding and go-to-market strategies. Episode Highlights: April's current primary focus and role in consulting.What is "positioning" and how do you know you have problems?April's background in Systems Design Engineering and unique reason why?April's first role in a startup, the requirements needed.The key learning points in strange career arcs between startups and large companies.The importance of creating the right environment for the right team.The impact of various positions on consulting work.The goal of positioning consulting.The core differences between "positioning" and "branding."Approaching the value proposition of a company unaware of positioning.How positioning and go-to-market strategy work together.Positioning on the book "Obviously Awesome."How to combat overthinking in marketing.The #1 call-to-action for new marketers.What's next for April. 3 Key Points:Positioning allows multiple departments of a company to be on the same page.The key to positioning is putting your greatest feature "right in the middle" so that everybody "gets it."The foundation of every marketing piece is positioning. Quotes:“Positioning done right...makes it so that everything you do in sales and marketing is that much easier.” – April Dunford“My job was to create the conditions to where my team could be successful." – April Dunford"Re-contextualizing your product changes all your assumptions about it.” – April Dunford"If your stuff didn't exist, what would they do?" - April Dunford"People get bored of their own tactics, but if they're working, why not just do more of that." - April Dunford Resources Mentioned: April Dunford's Website“Obviously Awesome” by April DunfordPositioning: The Battle for Your MindApril Dunford on TwitterApril Dunford on LinkedIn

Marketing can be seen as a dirty word in the sales world, but we’re about to uncover an essential principle that brings the right people into the funnel. After reading ‘Obviously Awesome’ by market positioning expert April Dunford, we had to bring her to the show as she holds some key questions we all need … Continue reading Product fit: who cares the most? With April Dunford, Founder of Ambient Strategy →

April Dunford (author, speaker, and CEO of Ambient Strategy) joins the Content Experience Show Podcast with expert advice on product positioning. Special thanks to our sponsors: Uberflip Emma Convince & Convert: Four Ways to Fix Your Broken Content Marketing In This Episode Sure-fire signs your positioning needs clarification. Why marketing cannot own positioning by itself. How to identify your "competitive comparable." Why your customers—not your C-suite—are often the best at articulating what your brand does best. A case study in positioning done right. What larger companies can do that startups cannot when changing positioning. Resources Get the free Content Experience Report here. Stay connected with your email subscribers using Emma. Get your copy of April's latest release on nailing product positioning, Obviously Awesome. Learn more about April's work as a speaker, consultant, and author. See April at Conex, coming to Toronto August 20th to 22nd! Visit contentexperienceshow.com for more insights from your favorite content marketers.

In this week’s episode of Starving for Insight, I’m sitting down with April Dunford, CEO of Ambient Strategy. Conversations with April are always so much fun, and this time we chatted about how to get a deep understanding of your customers. She shared her hilarious and interesting story of how she discovered the best way to reach her former company’s target audience was to use a fax machine campaign - and no, this wasn’t in the 80s! We also talked about how listening in on a single sales call made her realize another former company was getting their marketing and sales all wrong, and that talking to your customers face-to-face (or phone-to-phone) is crucial regardless of your company’s size.

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

To mark the launch of our fourth flagship conference, SaaStock19, we are bringing a special radio hour episode collating the wisdom from 5 speakers we hosted at SaaStock18, who will be joining us again at SaaStock19. We have gathered tactical advice from Patrick Campbell, CEO and founder of ProfitWell, April Dunford, Founder of Ambient Strategy, Bridget Harris, CEO and Co-Founder of youcanbook.me, Eris Siu, CEO of Single Grain, and Steli Efti, CEO and Founder of Close.io who in different ways and for different reasons would agree on the essential importance of speaking to customers. As you are listening it may seem like they are talking about something completely separate, yet they always get to the same conclusion: whatever the challenge, part or the resolution is directly connected with talking to your customers. That is as valid for building better products and improving them, as it is to positioning your product better, getting more traffic to your website and improving your sales emails. Super early bird tickets are now on sale, so grab yours now. You can watch Eric Siu's entire presentation here

In this week's episode we are chatting with April Dunford, founder of Ambient Strategy and positioning expert. April is a seasoned marketer and executive at both startups and Fortune 500 companies. She has launched 16 products, the vast majority of which were wild successes. Tune in to the podcast and find out why positioning matters and why it is critical to your startups success.

Ambient Strategy‘s April Dunford joins Intercom's Geoffrey Keating at the SaaStock conference in Dublin to discuss the ins and outs of positioning your product, why you should avoid marketing pixie dust, and how to stand out in a crowded space

Most of us know that positioning is the foundation of marketing. But actually doing positioning? That’s a harder task. April Dunford joined us on the How We Solve podcast to discuss her 5-step process for helping brand position so customers are rushing to buy your product. April is the Founder of Ambient Strategy and author of Obviously Awesome. What we talked about: Problem: Positioning is foundational. But how do you actually do positioning? Market category Competitive alternatives Unique features Value that you can deliver to customers Which customers are you trying to sell to The 5 steps of positioning: Step 1: Make the right comparison Step 2: Ask, ‘How do those features add value for my customers?’ Step 3: Understand why your best customers care so much about those features Step 4: Find your market, & position your product within that context Step 5: Test Check out these resources we mentioned during the podcast: Positioning: The Battle for Your Mind — by Al Ries & Jack Trout The Four Steps to the Epiphany — by Steve Blank The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done — by Chris Spiek & Bob Moesta Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It — by April Dunford This interview is part of the How We Solve podcast. To hear more from industry experts who are solving everyday business problems, check us out on Apple Podcasts or on Spotify.