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April Dunford's Product Positioning Template

10-step process for product positioning

Created by April Dunford

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April Dunford's Product Positioning Template

About this template

In April Dunford's Obviously Awesome, she lays out a 10-step process for positioning your product effectively in the market.

Updated Dec 1, 2022

April Dunford's Product Positioning FAQs

How often should you have april dunford's product positionings?


Most april dunford's product positionings tend to occur one-off. As you go through a few iterations of them you may need to increase or decrease the frequency.

What should you discuss during an april dunford's product positioning?


10 great things to discuss in your April Dunford's Product Positioning:

  • 1. Make a list of customers who love our product
  • 2. Form a cross-functional positioning team
  • 3. Align on positioning vocabulary and put aside positioning baggage
  • 4. List your true competitive alternatives
  • 5. Isolate unique attributes or features
  • 6. Map the attributes to value themes
  • 7. Determine who cares about your value themes
  • 8. Find a market frame of reference that puts your strengths at the centre and determine how to position it
  • 9. Layer on a trend
  • 10. Capture positioning so it can be shared

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About the Author

April Dunford

April Dunford 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, and has launched 16 products into market across her 25-year career as VP of marketing at a series of successful high-growth startups. April advises leadership, sales and marketing teams through training, workshops and keynote talks. She is also a board member, investor and advisor to dozens of high-growth businesses.