Original: Lenny Rachitsky · 10/03/2026
Summary
Lenny Rachitsky interviews April Dunford on advanced B2B positioning, discussing tactics to overcome common roadblocks in product distribution.Key Insights
“the biggest challenge product teams are facing is quickly becoming distribution” — Introduction to the challenges in product positioning.
“the So what? test is critical for defining your differentiated value” — Highlighting an important tactic for effective positioning.
“cross-functional teams almost always disagree on who they compete with” — Discussing a common issue in team dynamics regarding competition.
Topics
Full Article
If youre a premium subscriberAdd the private feed to your podcast app at add.lennysreads.comIts never been easier to launch products, which means the biggest challenge product teams are facing is quickly becoming distribution. April Dunford, the worlds leading expert on B2B positioning and author of Obviously Awesome, has spent 10 years working with more than 300 companies to help them stand out. In this episode, she goes beyond the basics to share tactics for overcoming four of the trickiest positioning roadblocks teams face.Listen now: YouTube | Apple | SpotifyIn this episode, youll learn:The four roadblocks every team faces when making positioning decisionsWhy cross-functional teams almost always disagree on who they compete withHow to break the cycle of product pessimismWhy the So what? test is critical for defining your differentiated valueHow to use your GTM strategy to drive positioning decisionsReferences:April Dunford: https://www.linkedin.com/in/aprildunford/April Dunf Read moreRelated Articles
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Originally published at https://www.lennysnewsletter.com/p/a-guide-to-advanced-b2b-positioning-e49.