BoS Online AMA: April Dunford

You understand positioning, but applying it is the hard part?

You’ve read the book. You get the concepts. And yet, when it’s time to position your product, everything suddenly feels fuzzy, political, or stuck in drafts.

April Dunford is joining us for a live AMA on positioning — specifically for founders and leaders who are trying to apply her ideas to real products, real markets, and real constraints.

Bring your positioning challenges. This session is about turning theory into decisions you can actually ship.

An AMA to help you with questions about:

  • How to apply positioning concepts to a real product, not a hypothetical one
  • Choosing your best competitive alternative (and why this is where most teams get stuck)
  • Defining your “who it’s for” without defaulting to generic ICPs
  • What to do when internal opinions clash with the positioning framework
  • Common positioning mistakes even experienced teams make after reading the book

Subscribe Now and Join April and the BoS Community on February 18:

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April Dunford
April Dunford

April Dunford

April 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 book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it. You can find her at: www.aprildunford.com

More from April.

Online workshops

New to AI in your business?
AI in Your Business: Where to Start
Set up your AI company OS. Two sessions, cohort of 12.
“I’ve been talking to it loads about positioning, sales framing, North Star metrics. I came up with a succinct statement that I really like.”
Marv Rance, InTouch
Register now Want to do it with just you? One-on-one option ›
Already set up your OS?
Building Your AI Company
Operating System
Not sure what to do next. Four weeks, cohort of 12, with Tim Barker and Mark Littlewood.
“I think about the business differently than I used to. I would never have come to that conclusion without this process.”
Stephen, cohort participant
Register now

Conference

BoS Conference attendees
In-person BoS Conference 2026
Date TBA ⌄
📅 Date TBA 📍 In-person

Two days with software founders and leaders who have actually built profitable businesses. No panels, no keynotes designed to impress. Talks that earned their place because the idea was worth the room’s time.

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