#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
  


• (03:20 ) - – Teaching Buyers to Spot Competitor BS
  


• (06:48 ) - – Turning Differentiators into Real Value
  


• (10:26 ) - – The Trap of Overthinking Categories
  


• (14:13 ) - – Choosing Your Go-To-Market Before Your Positioning
  


• (18:50 ) - – Building a Story Only You Can Tell
  


• (23:18 ) - – When Great Storytelling Backfires
  


• (28:53 ) - – Positioning Multi-Product Companies
  


• (32:34 ) - – When and Why to Reposition
  


• (36:22 ) - – Bringing It All Together in Sales
  

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