One Knight in Product · 2026-04-17 · 1h 14m
On this episode, I am joined for a third (and probably final!) time by April Dunford, renowned positioning expert and author of Obviously Awesome and Sales Pitch . We explore what's changed in her updated edition of Obviously Awesome , what she's learned through delivering hundreds of positioning workshops and how she's honed her approach to reposition positioning to make it clearer for the next generation of product people. Episode highlights Positioning is how you win - Positioning is the answer to "why pick us now?", grounding your product in real value for a clearly defined customer segment. Positioning vs strategy - Strategy defines where you're going, while positioning reflects where you are today and must evolve as your product and market change. AI isn't a position - Simply adding AI is no longer meaningful; if everyone has it, the focus shifts to what tangible value you deliver right now. From unique to distinct - Capabilities don't need to be truly unique, just meaningfully different in the context of your real competitors.
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