Preparing for a Positioning Exercise

In today’s episode, I dive into what needs to happen before you ever start a positioning exercise. I explain why positioning fails when teams skip preparation, ignore alignment, or try to make positioning work for every customer they’ve ever had. I also walk through how to assemble the right team, let go of outdated assumptions, and create shared language so positioning decisions actually stick.

You will learn:

(01:53) How the second edition of my book Obviously Awesome restructures positioning into pre-work, core work, and post-work.

(03:12) Why positioning is not a marketing-only activity and requires cross-functional input.

(05:54) What sales, product, founders, and executives uniquely contribute to positioning decisions.

(10:29) How to assemble the right-sized positioning team without derailing facilitation.

(11:56) Why identifying obvious bad-fit customers upfront improves positioning clarity.

(18:56) How to let go of legacy positioning baggage that no longer fits your market reality.

(21:58) Why aligning on positioning vocabulary before the workshop prevents costly confusion.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact