April Dunford Positioning Audit

Clarify product messaging using April Dunford positioning audit principles to map competitive alternatives, unique traits, value, and market context.

5 time blocks, 50 minutes in total.

Time blocks

List Competitive Alternatives: 10 min
Note what target customers use if your product does not exist
Isolate Unique Capabilities: 10 min
List features and traits only your solution provides
Map Attributes to Value: 10 min
Translate unique traits into direct customer benefits
Pinpoint Best-Fit Segments: 10 min
Identify buyer profiles who care most about that value
Select Market Reference Frame: 10 min
Choose the market category that makes value obvious

About this routine

An April Dunford positioning audit helps companies define how their product stands out in a crowded market. Positioning sets the context for everything sales and marketing teams build, from pitch decks to homepage copy.

This five step audit follows the core methodology established by positioning consultant April Dunford. Instead of starting with vague slogan brainstorming, the process starts with hard market realities by looking at what customers would use if your product disappeared.

By evaluating capabilities, customer value, and market categories in sequence, you produce a clear position grounded in real product strengths.

Why this routine works

Replaces subjective messaging debates with objective customer data
Identifies true competitive alternatives beyond direct rivals
Connects distinct technical features directly to buyer value
Clarifies ideal customer profiles for sales and marketing outreach

FAQ

What is an April Dunford positioning audit?

It is a practical positioning process created by consultant April Dunford that maps competitive alternatives, unique traits, value, and ideal target buyers.

How long does a positioning audit take?

This structured review takes 50 minutes to complete when evaluating a single core product line.

Why start with competitive alternatives instead of customer profiles?

Looking at alternatives first grounds the audit in real buyer behavior and highlights what makes your product genuinely different.

Sources

Obviously Awesome by April Dunford
Positioning: How to Create a Product Positioning Strategy by April Dunford