In this episode we discuss with marketing positioning legend April Dunford. Positioning is foundational to everything we do in sales & marketing. But what exactly is positioning?  It’s a widely misunderstood topic  April says... “Positioning defines how your product is the best in the world at delivering some value that a well defined set of customers cares about”  If you’re building a SaaS business this is a must watch!  We discuss,  - What exactly is positioning anyway  - The 5 Components of awesome positioning - How to tackle positioning and in the correct order  - The intersection of jobs to be done & positioning  - When to start positioning in SaaS - Choosing the right market - Positioning complex products - Marketing is not magic dust you can throw on bad positioning - Message testing around a positioning thesis  - How April became a great storyteller  - Radical differentiation in 2021 - How to hire great marketers