Repost: Obviously Awesome: April Dunford’s 2026 Positioning "Do-Over"

And, like, how would you kind of present what it is that you do today to, to those people?

Oh, sure.

Um, yeah, so I'm a consultant these days.

Like, I spent the first part of my career in-house as a kind of a repeat vice president of marketing at startups.

And then, uh, for the last, uh, it's been 11, 12 years now, I've been consulting, and I've got a very narrow area of expertise.

So what I do is positioning, um, specifically for tech companies only, and even more specifically, it's B2B tech companies that do more complicated sort of enterprise type stuff.

So companies with a sales team, essentially.

Like, if you're selling $100 thing, zero touch off the website, I don't do those.

But if you sell a bigger thing and you have a salesperson somewhere in your sales process, I work with those.

Um, so I've been doing this 11, 12 years now.

I probably worked with a little over 300 companies.

Uh, and yeah, it's pretty fun.

And there's the, um, there's, uh, there's almost like a positioning lesson in just listening to how you're, how descriptive you're able to go with saying what it is that you do.

Yeah.

Because so many, uh, uh, companies out there are not able to say, "I do this for this specific type of people." And like-

Yeah

... actually, it's not only these people, it's even more specific.

It's just these particular people.

And it's such a pleasure-

Yeah

... to hear how well thought out, uh, everything looks nowadays.

[laughs]

Well, I have to, I have to, uh, like I'm really conscious about staying in my box.

Um, it, be, like, I, it, and I, I feel quite strongly that, you know, positioning for a consumer product versus a B2B product is actually quite different.

And so y-