How to Make Your Product Positioning Impossible to Ignore with April Dunford (Founder, Ambient Strategy)
The Dave Gerhardt Show (from Exit Five)
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#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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