On the show today is April Dunford. April is the author of one of my all-time favorite marketing books, Obviously Awesome: How to nail product positioning so customers get it, buy it, love it.

I wanted to bring April on because she's THE person to go to regarding positioning. Positioning is probably the most essential part of marketing and yet the least understood. April is a very unconventional thinker. She's not afraid to disagree, tell people they're wrong, or offer up her opinion. She's also consulted with hundreds of companies, spoken at conferences around the world, and written some amazing material on all things positioning.

You'll hear about how she doesn't think Product-Market Fit is a useful concept, the pros and cons of creating a category, the tried and true method for working out your own positioning, and many more unique insights, examples, and case studies that she hasn't shared elsewhere.

More on April:

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