Preview
What it is.
April Dunford wrote Obviously Awesome, which is the positioning book most B2B SaaS teams have on a shelf. The newsletter is where she works through the parts the book didn't settle.
Posts land every few months, and the recent ones have been about positioning when a buyer's first question goes to an AI assistant instead of your site.
It's free, and the archive is open, so the back catalog reads as a short course in sequence.
What you get.
- Long posts on positioning, free to read
- Her prep work: the decisions to make before a positioning exercise
- Competitive writing, including handling a competitor who misrepresents you
- Her position on what AI search does to differentiation
- Occasional workbooks and templates for subscribers
Editions we'd start with.
In the Age of AI, You Need a Point of View ↗
June 2026. Her sharpest recent piece, on why generic positioning stops working when a machine summarizes you.
Positioning in the Age of AI ↗
The companion argument. Read both together if AI search is on your plan.
Positioning Prep Part 1: Decisions to Make Before a Positioning Exercise ↗
The practical one. Work through this before you book a workshop.
Value vs. Objection Handling ↗
Why sales decks lose deals, and the distinction most messaging documents miss.
When To Revisit Your Positioning ↗
The trigger list, useful if you're arguing internally about whether it's time.