April Dunford: The Marketing Expert

So you can't tell just using, you know, what I would call the grandmother test. You know, would your grandmother understand this? Well, unless you're selling a grandmother's, it doesn't matter if the grandmother understands it. So some people will say, well, we need to dumb this down and we need to have it so that anybody understands it. I super disagree with that in B2B. If I'm selling a specialized thing to specialized buyers, It just needs to resonate with them. It's okay if it doesn't resonate with your grandmother. Welcome to the Knowledge Project. I'm your host, Shane Parrish.

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My guest today is April Dunford. Her book, Obviously Awesome, totally changed how I think about positioning when it comes to business. This interview originally aired as a members only episode, but I had so many requests for members to share it with their team at work. that I decided to make it public so everyone can benefit. April is an expert in product positioning, and this episode goes from high level to very detailed examples.

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