April Dunford: Positioning Jujitsu

April is an expert marketing practitioner turned executive consultant 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.

As startups, we are often competing against larger more established players that can outspend, out-market and out-sell us. But it doesn’t have to be this way. In this brand new talk, April shows you how you can take your competitor’s biggest strengths and turn them into weaknesses.

In this talk you will learn how to:

  • use strategic positioning to carve out a place in the market where you can win against any competitor of any size and share a set of detailed examples where she did exactly that.
  • make sure your customers understand who your REAL competition is.
  • take on a large competitor by literally naming them and then positioning them into a corner – using their own positioning against them.
  • arm your sales people to teach customers how to think about the market – in a way that advantages you (at least for your real target customers).

Slides

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.

Get notified

Want more of these insightful talks?

At BoS we run events and publish highly-valued content for anyone building, running, or scaling a SaaS or software business.

Sign up for a weekly dose of latest actionable and useful content.

Unsubscribe any time. We will never sell your email address. It is yours.