About this episode
#309 Product Positioning | This episode is from a Drive 2025 (our annual Exit Five event) session with April Dunford (Founder, Ambient Strategy). April pulls from working with 300+ tech companies to unpack the real patterns behind winning positioning from calling out competitors’ nonsense to teaching buyers what actually matters, avoiding category-creation traps, and fixing the sales messes that weak positioning creates. It’s sharp, funny, brutally honest, and basically a crash course in how to make your product unmistakably different in a market full of noise.PS. Want to join us at Drive 2026?Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.Timestamps(00:00) - – Why Positioning Breaks
(03:30) - – Teaching Buyers to Spot Competitor BS
(06:58) - – Turning Differentiators into Real Value
(10:36) - – The Trap of Overthinking Categories
(14:23) - – Choosing Your Go-To-Market Before Your Positioning
(19:00) - – Building a Story Only You Can Tell
(23:28) - – When Great Storytelling Backfires
(30:17) - – Positioning Multi-Product Companies
(33:58) - – When and Why to Reposition
(37:46) - – Bringing It All Together in Sales
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