April Dunford

Founder, Ambient Strategy

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

Positioning for Growth – How to Make Complex Products Obviously Awesome

We operate in markets that are insanely crowded, and struggle to reach customers that are overwhelmed with choices. Positioning is more important than ever yet most companies fail to strategically choose a market position for their products. In this talk April will show you how to assess your own positioning and what to do if it’s weak. She will walk you through a process for positioning around your strengths and how to strategically choose a market context that makes those strengths obvious to customers. Lastly she will show a series of examples of startups that unlocked rapid revenue growth through a strategic shift in positioning.