This week, we’re joined by the undisputed queen of B2B positioning, April Dunford. April is the best-selling author of the seminal book "Obviously Awesome" and the new hit "Sales Pitch." She has spent 25 years as a startup executive and consultant helping companies stop guessing and start winning. If you have ever struggled to explain exactly why customers should pick you over the other guy, this episode is a masterclass. In this episode, April talks about: * Why Positioning is a Product Problem: How undefined positioning leads to wasted roadmaps, "not good enough" feedback from Sales, and engineering teams burning out on features that don't win deals * The "AI Washing" Trap: Why saying "We have AI" is no longer a strategy—and how to articulate the specific value your tech unlocks that the competition can’t * Why she loves when competitors lie: How to ethically trap competitors who over-promise features (and the one question sales should tell your prospects to ask them) * And fi...