Wed Workshop: 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:

The Positioning Deep Dive

Positioning forms the foundation of a product’s go to market strategy. Your marketing plans, your sales strategy, your customer segmentation, your product roadmap – each of these uses positioning as an input. Yet as important as positioning is, it is deeply misunderstood. In this workshop I’m going to arm you with the tools you need to master positioning.

You will learn:

  • How to break down a market position into component parts and ensure your positioning is based on your strengths.
  • How to bring those pieces together using a deliberate step-by-step positioning methodology.
  • How to leverage market trends to help customers better understand why your product is important right now.