One Knight in Product April Dunford - Obviously Awesome 2.0 : What's New With Product Positioning? (with April Dunford, Author “Obviously Awesome“ and “Sales Pitch“)
Apr 17, 2026
April Dunford, positioning expert and author of Obviously Awesome and Sales Pitch, shares updates from her revised book and lessons from hundreds of workshops. She discusses how positioning answers why customers pick you now. She explains why AI is not a position, why distinct beats unique, and how to test positioning through sales conversations rather than slides.
AI Snips
Chapters
Books
Transcript
Episode notes
Release A Hardback For Heavy Use And To Block Bootlegs
- Produce a durable hardcover or canonical edition if your book is heavily used to avoid poor bootleg copies and to serve heavy users.
- April released a hardcover partly to stop bad bootleg hardcovers and to give conference-worn teams a sturdier reference.
Positioning Reflects Current Reality Not Future Strategy
- Positioning reflects where you are now and should not be confused with long-term strategy.
- Strategy drives product roadmaps toward future states; positioning answers why pick us in the present market landscape.
AI Alone Is Not A Position
- AI itself isn't a meaningful position once many vendors claim it; buyers now demand concrete, demonstrable value today.
- April warns customers will ask for proof of immediate ROI or cost savings from AI features.
