April Dunford: The Positioning Mistakes That Kill B2B Deals

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April Dunford is the world's leading expert on B2B positioning and the author of Obviously Awesome, a book she just released in a fully updated 2026 edition after seven years and hundreds of companies worked with. In this episode, April and Jordan go deep on what positioning really is, when to work on it, and when to leave it alone.

We cover why 40 to 60% of B2B deals end in no decision and why that's a positioning problem, not a sales problem.

April explains how to run a positioning review without falling into the trap of changing everything for the wrong reasons, how to handle multi-product complexity without ending up with a Frankenstein document, and why category creation is mostly magical thinking.

We also get into one of the sharpest distinctions in the episode: investor positioning vs. customer positioning and why confusing the two is one of the most common mistakes founders make.

→ When to start working on positioning and when to keep it loose

→ The signals that tell you your positioning is broken

→ Why 40-60% of B2B deals end in no decision, and what to do about it

→ Multi-product positioning: how to structure it without creating a mess

→ Category creation: why most companies shouldn't try

→ Investor positioning vs. customer positioning: two completely different games

WHERE TO FIND APRIL: https://www.linkedin.com/in/aprildunford/

Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it : https://a.co/d/0eMZX1K9

WHERE TO FIND JORDAN: https://www.linkedin.com/in/jordanchenevier/

WORK WITH BULLDOZER: https://bulldozer-collective.com/

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Bulldozer maximizes marketing & sales performance for SMBs and Scale-Ups across their entire funnel. Our hybrid agency/collective model gives us access to the best talent on the market and allows us to act on every performance lever for our clients (Outbound, Paid, SEO, ABM, RevOps, Data…). In 4 years, our strong social media presence, talent pool, and 360° vision of growth have fueled rapid growth and attracted 250+ clients (Aircall, Qonto, Doctolib, Hexa…).

Our ambition for the years ahead is bold: design and operate world-class growth strategies and become a global leader on the topic by 2030.

To work with us 👉 https://bulldozer-collective.com/

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