Distribution is now the hardest problem in product. April Dunford, author of 'Obviously Awesome' and advisor to over 300 B2B companies, argues that as AI collapses the cost of building and launching software, positioning is the last defensible lever teams have. A single repositioning decision, she has documented repeatedly, separates products that break through from products that disappear.
This guest post delivers four specific lessons aimed at the roadblocks that come after teams understand positioning basics. It is not a primer. Dunford targets the advanced failure modes: the traps that experienced teams fall into even when they know the fundamentals. The full piece is worth reading for the diagnostic framework alone, not just the conclusions.
Dunford just released an updated edition of 'Obviously Awesome' and is publishing plug-and-play positioning templates on her Substack in the coming weeks. Read the full post to get the four lessons before your competitors do.
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