Positioning Is Not Strategy Wisdom And Advice From April Dunford

Published on October 25, 2023 by Sawyer Middeleer

Positioning Is Not Strategy Wisdom And Advice From April Dunford

April Dunford, an acclaimed positioning consultant and author with decades of experience, has famously demystified the concepts of positioning and strategy, making them more accessible and actionable for businesses. Conflating the two can lead to misdirected efforts and suboptimal market performance. Understanding the distinct roles of positioning and strategy is fundamental for companies striving to gain a competitive edge.

Positioning forms the foundation upon which effective marketing strategies are constructed. It's how a product or service is presented to the market and perceived by consumers. Essentially, positioning delineates the space a brand occupies in the minds of target customers and contrasts it with competitors. It's the art of framing a product's uniqueness to resonate with the market's demands.

From Dunford's insights, we understand that while positioning encompasses the perception and placement of a product within a market, strategy pertains to the paths a company takes to achieve broader business goals. Strategy entails a sequence of moves and decisions to outcompete rivals and captivate the target audience.

Understanding Positioning

Dunford advises that positioning should carve out a niche in the market that is uniquely yours, where your products can stand as the frontrunners. Most importantly, it's about finding the right context for your product that allows your specific value to shine through. She stresses the need to clarify who your product is for and what makes it different from alternative solutions.

One of the essential aspects of positioning Dunford outlines is crafting a narrative around the product that is grounded in customer benefits and underscored by unique strengths. Whether it's faster service, a more user-friendly interface, superior performance, or cost-effectiveness, these distinctive attributes must be communicated clearly in a way that is compelling.

Positioning Versus Strategy

Positioning shouldn't be mistaken for strategy. Strategy is more about the broader playbook your company uses to navigate the competitive landscape. It includes product development, marketing approaches, sales tactics, and overall growth plans. In contrast, positioning is one of the outputs of strategy; it's the messaging that stems from strategic decisions.

A core principle reiterated by Dunford is that positioning should precede strategic marketing efforts. After all, a message needs substance—a position within the market—before it can effectively reach consumers and inform strategic choices. This hierarchy ensures that strategic executions are aligned with what makes the product genuinely appealing to its target audience.

The Process of Refining Positioning

Dunford outlines a systematic approach to refining positioning. She suggests companies undergo a series of steps:

  1. Start by identifying the competitive alternatives to your product. What would customers use if your product didn't exist?
  2. Define the unique attributes of your product that directly contribute to customer value and distinguish it from competitors.
  3. Determine the value that those unique attributes deliver to the user. What are the benefits that matter most to your audience?
  4. Identify the segments or profiles of customers who care most about the value your product delivers. These are your target customers.

The Importance of Customer-Centric Positioning

A central tenet of Dunford's philosophy is that customer-centric positioning is vital. It's about understanding the customer's mindset, needs, and the context in which they will use your product. She advises engaging directly with customers to gain insights rather than assuming what they value.

Through customer interviews, surveys, and interactions, companies can glean how their solution fits into the customer's world. This insight is what informs the positioning narrative, ensuring it resonates with the intended audience.

Implementing Dunford's Wisdom

Implementing Dunford's wisdom starts by acknowledging that positioning is dynamic, not static. As markets evolve and customer needs shift, so must the positioning. Continuous customer feedback loops and market analysis are vital to keep the positioning relevant.

Let's consider a practical application of Dunford's methods by using a hypothetical AI platform for B2B sales, such as Aomni. First, we must identify Aomni's distinctive qualities—a seamless interface, data-rich insights, and ease of integration. These attributes must be communicated effectively. Aomni would then craft its positioning statement reflecting these qualities and aligning with the needs of B2B sales teams who demand efficiency and informed sales strategies.


April Dunford's articulation on the distinction between positioning and strategy imparts clarity and direction. It underscores the significance of positioning as the initial step that informs and shapes subsequent strategic marketing initiatives. Getting the positioning right means setting a solid foundation upon which the strategic structure will stand.

In the world of startups, particularly tech-centric ones, the wisdom of Dunford can be the differentiator between success and obscurity. It's a reminder that while strategic moves advance companies towards goals, they must be built upon the bedrock of solid positioning—an alignment of product strengths with market opportunities that captivates the target audience.

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