Concept

Positioning

The act of putting your product in a specific category in customers' minds — defining what it is, who it's for, and what alternative it replaces.

Definition

Positioning is the discipline of defining how your product is perceived in the market. April Dunford's framework asks: what alternatives exist, what makes you unique, what value those unique attributes deliver, who cares most, and what market category does that put you in? The wrong positioning kills good products — if customers don't understand what category you're in, they can't evaluate or buy you. Strong positioning sharpens everything downstream: messaging, sales scripts, pricing, even what features to build next. AI agents can run positioning workshops with you, audit your current website against your positioning, and suggest sharper alternatives.

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