17: April Dunford, Positioning in growing tech companies

PRODUCTEA with Leah, Growth & Senior Leadership

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Season 2 of the Productea, product-led growth! April is an expert in positioning and she graced me with her presence to talk about it. Turns out we are quite fun together and spilling the tea with her was incredibly fun. She even managed to interrupt me at times.

“Creating a safety net for me messing up unlocked me”

What an incredible time and learnings she shared in her typical direct way.

Timestamps:

0:00 April’s Introduction

02:30 What do people get wrong about you April?

04:15 April’s path to consulting and being empowered because of choice

07:20 April interviewing Leah. What has changed in the last 2 decades in our industry

09:30 How startups used to be built in the past vs. today

12:00 The effect of venture capital being everywhere

14:30 Positioning vs Messaging

18:30 The fear of having to “decide” to serve certain customers and how to get around it

25:50 Hacks vs. scaleable, repeatable tactics

30:10 Charging for leverage instead of scarcity

33:00 How do you deal with impostor syndrome?

33:20 Putting others on a pedestal

39:10 The one advice April wished she had earlier in her career

44:15 What trend do you see in the industry that you bet on? “Growth Hacking”

47:00 Trying to copy things instead of thinking about what you can sustain
Shownotes

April Dunford: Obviously Awesome (Amazon)

Rise & Trout: Positioning the Battle for your Mind
Connect!

April’s Linkedin: https://www.linkedin.com/in/aprildunford/

April’s Website: https://www.aprildunford.com/
Connect with Leah: https://linktr.ee/leahtharin

Join me on Maven on the 8th of July for the next PLG for B2B cohort and learn with others what PLG is and how we think about.

Leah on Linkedin / Twitter / Youtube