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  • Writer's pictureOxx

Video: A positioning deep-dive with April Dunford

Positioning is a critical element in the success of any business. It's what sets you apart from the competition and creates a lasting impression in the minds of your customers. But how can you effectively position your product or service to achieve maximum impact? In this chat, Oxx General Partner and co-founder Mikael Johnsson and positioning expert April Dunford discuss the topic and draw from their extensive experience in the B2B SaaS space and share insights and actionable strategies to help you master the art of positioning.


The interview has been split into three parts:

  • Part 1 introduces the concept of positioning and highlights a company that has done it well.

  • In Part 2, April and Mikael get tactical and discuss April's recommended methodology to develop a company's positioning.

  • Finally, in Part 3, they discuss how long a developed positioning can last, and if your positioning works toward multiple different audiences.

Watch the full conversation between April and Mikael in the clips below, and you can read more about positioning in our Go-to-Market Fit Toolkit.


Part 1:

What positioning is, and when it makes sense to start investing in it


Part 2:

How to develop your positioning


Part 3: How long does a set positioning last, and how do you adapt it to different audiences?



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