Intentional Performers With Brian Levenson

April Dunford is the world’s leading expert on product positioning. She works with fast-growing tech companies helping them clearly articulate the value they alone can deliver to customers. She is the author of the bestselling positioning book Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it.   April had a number of amazing insights during our conversation. Some of them include: “My calling is more as a teacher than anything else” (8:00). “In the work I’m doing right now as a consultant, really my job is to be a teacher” (8:18). “As a teacher and a facilitator, I’m teaching the team and I’m facilitating the team to come up with the answers themselves” (14:25). “When we’re doing positioning work, we’re very focused on customers, problems, solutions… how do we actually tell the story of this product in a way that really helps customers make a good purchase decision?” (15:24). “When you’re inside a big company, you have to fight really hard to get a promotion, to mov