Seven years ago, April Dunford wrote the book on B2B positioning. After 100,000 copies sold and 200+ more client projects, she’s back with us for the second year running to share what she’s learned since and what she’s changing.

The 2026 Expanded Edition of Obviously Awesome is a refinement of the craft. April reveals why she’s collapsed her 10-step process into a streamlined 5-step framework and how she’s finally solving the "Value Gap" where most marketers get stuck.

We’ll dive into:

- The 10-to-5 Shift: Why she reorganized the framework to better separate pre-work from core strategy.

- Solving for "Value": New tactics for the hardest step in the process: defining differentiated value.

- The Execution Bridge: How to ensure your positioning doesn't die in a slide deck and actually makes it into the sales pitch.

- Scaling Up: New guidance for multi-product companies struggling with complex portfolios.

Join us for a masterclass in how positioning has evolved from a "static concept" into a "battle-tested execution playbook" for 2026.

Follow April Dunford on LinkedIn: https://www.linkedin.com/in/aprildunford/

Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/

Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.

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