Anthony Fedosenko is the host of Adsy Talks, where he sits down with leading voices in SEO, marketing, growth, and tech to explore what happens after visibility. His conversations go beyond tactics and trends, focusing on the decisions, systems, and ideas that turn traffic, authority, and brand presence into real business results.
April Dunford joined Adsy Talks to explore why great products can still struggle when buyers donโt clearly understand what makes them different. A leading B2B positioning expert and author of Obviously Awesome and Sales Pitch, April is known for helping companies sharpen their positioning, align marketing and sales, and create a clearer story that makes it easier for the right customers to understand why they should choose them.
๐คฏ Your company doesn't have a demand problem. It has a positioning problem it keeps solving with more campaigns. In Episode 16 of Adsy Talks, Anthony sits down with April Dunford โ positioning expert, author of Obviously Awesome, and the person founders call when sales is hard everywhere, and nobody can figure out why. โ Spoiler: When you don't have the positioning right, all you're doing is taking a terrible story and yelling it louder. In this episode, you'll unpack:
๐ How to tell the difference between a sales problem, a demand problem, and a positioning problem
๐ฏ Why "who's your competition?" is the wrong question โ and what to ask instead
๐๏ธ Why category creation sounds strategic but is actually a very expensive gamble most of the time
๐ก The difference between differentiated value and objection handling โ and why teams keep confusing them
๐ค What AI can actually help with in positioning โ and what it absolutely cannot
๐ฃ Why more visibility actively hurts if every source places you in the wrong category
๐ง Why the cost of wrong positioning is now higher in the AI era โ not lower
๐ข How multi-product companies should approach positioning without diluting everything into one broad story
๐ฑ One scary truth and one hopeful truth about positioning right now
๐ฎ Plus: True or LinkedIn game and Useful, Overrated or Dangerous game โ April holds nothing back
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