Positioning is fundamental to any business looking to provide clarity around competition, differentiation, and value. So why, then, do so many companies struggle with weak positions?  We speak with April Dunford, Founder of Ambient Strategy, about her background in positioning and shares some of the common mistakes that companies make. What we discussed: Creating a methodology for positioning & avoiding trapsHow to fix weak positioning Deciding between an existing market category or creating a new one Check out this additional resource mentioned during the episode: Obviously Awesome by April Dunford This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here. Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.