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Growth DepartmentAuthor: Chelsey Reynolds
Welcome to Growth Department, the business podcast for founders, small business owners, and growth-minded leaders who want real answers to the questions, "How do I grow my business?" and "How can I become a better leader?"Each week, host Chelsey Reynolds talks with experienced operators, executives, and entrepreneurs who share what actually worked (and what flopped) as they built their companies. We cover everything from how to find customers, scale operations, and lead with impact to how personal growth shows up in professional success.If you're tired of recycled advice, influencer hype, and growth hacks that dont work in the real world, youre in the right place. Expect honest conversations, battle-tested strategies, and the mindset shifts you need to scale smart and stay sane. Language: en-us Genres: Business, Entrepreneurship, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Why Great Products Get Ignored: The Context Problem in Product Positioning (with April Dunford)
Episode 2
Thursday, 12 February, 2026
Even world-class products can struggle when buyers don’t know where to place them. In this episode, Chelsey Reynolds sits down with globally renowned positioning expert, April Dunford, to unpack why great products get ignored and how positioning, when done well, sets the context that makes value instantly obvious.April shares how she defines positioning, why it’s more than messaging, and how misaligned context can flatten even the strongest product story. Drawing from her work with hundreds of technology companies and the expanded edition of Obviously Awesome, she breaks down what founders and leaders need to decide before they ever touch a positioning exercise, and how to avoid the traps that slow teams down or send them back to square one.You’ll hear practical guidance on how positioning evolves as products ship faster, markets change, and competitors multiply, plus how to know when it’s time to revisit your positioning and when to leave it alone.In this episode, you’ll learn:Why positioning is about context, not clever messagingThe critical decisions to make before starting any positioning workHow to choose between head-to-head, big fish small pond, or category creation strategiesWhen positioning should change and when it should stay putWhat founders often miss when positioning for customers versus investorsIf this conversation resonates, follow or subscribe for more leadership-focused conversations on growth, positioning, and building products people understand and love.About our Guest:April Dunford is the world's foremost authority on product positioning. As a consultant, April helps companies make complex products easy to understand and love. After a 25-year career as a VP of Marketing at various rapidly developing technology firms, she has consulted with 300 technology companies, including Google, Epic Games, Postman, and others. April is the acclaimed author of the best-selling book, "Obviously Awesome," which delves into the art of positioning, and the newly released, "Sales Pitch," which unveils the secrets to crafting a winning sales narrative in the market.April's Website: https://www.aprildunford.com/SubStack: https://aprildunford.substack.com/Follow her on LinkedIn: https://www.linkedin.com/in/aprildunford/Follow her on IG: https://www.instagram.com/aprildunfordHer Book, "Obviously Awesome!"Her fun book she's reading right now: Children of TimeGrowth Department slows the conversation down so founders and business leaders can go further, faster. If this episode helped you think differently, follow the show and share it with someone building alongside you.
