Transforming product positioning: My journey with April Dunford’s 10-step method

In my product marketing career, I’ve tried many strategies to refine our market approach. One of the most impactful frameworks I’ve used is April Dunford’s product positioning methodology from her book “Obviously Awesome”.

Source: https://www.aprildunford.com/post/a-quickstart-guide-to-positioning

Understanding product positioning

Product positioning defines how a product stands out to target customers. It’s about communicating your product’s unique value. April Dunford, an expert in this field, offers a comprehensive approach to mastering product positioning, which has been invaluable in my professional journey.

Applying Dunford’s framework

Implementing Dunford’s 10-step framework brought remarkable clarity and direction to our team. Here’s a brief overview of how we did it:

1. Let Go of Original Ideas: We discarded preconceived notions about our product’s initial purpose to focus on its current value.
2. Identify Uniqueness: We listed all our product's unique features and attributes.
3. Map Features to Value: We translated these features into clear customer benefits.
4. Understand Who Cares: We identified the specific segments of our target audience.
5. Choose Market Frame of Reference: We selected a market context highlighting our strengths.
6. Competitive Landscape: We analyzed alternatives and positioned our product to emphasize its unique advantages.
7. Target Market Specificity: We focused on precise segments rather than broad categories.
8. Positioning Strategy: We adopted a “Big Fish, Small Pond” strategy.
9. Value Themes: We grouped similar attributes to enhance clarity in our messaging.
10. Iterate and Align: We continuously refined our positioning based on feedback to ensure alignment across all teams.

Positioning canvas

Creating a positioning canvas was a critical part of our strategy. It helped us map out the following elements clearly:

• Market Category Frame of Reference: Broader industry and market context.
• Competitive Alternatives: Existing solutions customers might consider.
• Key Unique Attributes: Features differentiating our product.
• Enabled Value & Proof: Tangible customer benefits, substantiated with proof points.

Example: Our unique attributes included seamless integration, advanced analytics, and multilingual support. These translated into improved operational efficiency, enhanced customer satisfaction, and reduced operational costs, supported by user feedback and case studies.

Messaging and value points

Next, we went on to develop consistent messaging for our marketing and sales materials. Here’s how we structured it:

• One-liner: Brief description of the greatest benefit.
• One-paragraph elevator pitch: Expands on the one-liner with top value points and target market.
• 100-word description: Includes what we are, top value points, proof of value, and target market indicators.
• 500-word description: Detailed account highlighting proof of market position, including statistics and customer names.

Example: One of our key attributes was efficient multilingual search. We articulated this as “seamless integration of multilingual search capabilities, improving accuracy and efficiency of customer queries,” backed by proof points showing a 30% reduction in search-related customer service tickets after implementation.

Benefits of the framework

Using this framework clarified our product’s value proposition, making communicating and resonating with the right audience easier. For example, emphasizing cost efficiency allowed us to demonstrate that our solution could save up to 200x compared to traditional methods, a fact that resonated strongly with our target audience. Team alignment improved, enhancing our overall strategy and execution.

Practical exercise

To apply April Dunford’s positioning framework effectively, try this practical exercise:

1. Identify your market category: Determine the broader category your product belongs to, such as “technology solutions” or “customer service tools.”
2. Analyze your competitive landscape: List potential alternatives customers might consider.
3. Pinpoint key differentiators: Highlight what makes your product unique.
4. Define your value proposition: Focus on core benefits that make your product stand out.
5. Draft specific messaging: Develop clear and concise messaging for different contexts:

• One-liner: “Our solution transforms operational efficiency and reduces costs.”
• Elevator Pitch: “We provide an innovative tool that enhances efficiency and user experience, helping businesses save money and improve customer engagement.”
• Detailed Description: “Our platform integrates seamlessly with existing systems, offering advanced features that streamline workflows and improve user satisfaction. It’s designed for companies seeking to optimize operations and scale efficiently. Our clients have seen significant cost savings and improved customer feedback.”

Conclusion and further learning

April Dunford’s framework has been a game-changer in my professional experience. It provides a structured and effective way to position products. I encourage you to try it and see the difference it can make. For more insights, check out April Dunford’s resources and her book Obviously Awesome.