April Dunford
April Dunford writes books, hosts the Positioning podcast, and helps technology teams explain what makes their products worth choosing.
At 100 nudges, fangea sends April’s team an official invite.
🔒 Star boosts open once April claims this page.
Latest
April’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Book
BookOverview
- Based in
- Toronto, Canada
- Work
- Author, positioning consultant, speaker, and podcast host
- Studied
- Engineering at the University of Waterloo
- Consulting
- Moved into consulting in 2015
- Signature book
- Obviously Awesome, first published in 2019; updated and expanded in 2026
Mini bio
How it started.
April’s interest in positioning began at a small tech startup. As a junior product marketer, they were assigned a struggling product that was supposed to be shut down. Customer feedback led the team to reposition and relaunch it instead. Its success left April wanting a repeatable process for doing the same work again.
From operator to teacher.
Before consulting, April led marketing, product, and sales teams across seven B2B technology startups and larger companies including IBM, Siebel, and Sybase. Their work included positioning and launching 16 products. In 2015, they moved into consulting, eventually working with more than 200 technology companies.
The book readers passed around.
Obviously Awesome arrived in 2019, turning April’s approach to positioning into a practical book. By January 2026, more than 100,000 copies had sold. Reader feedback and years of client work inspired an expanded edition with five core steps and more help on differentiated value.
Putting the ideas to work.
Sales Pitch followed in October 2023, showing teams how to turn positioning into a sales story. April also teaches through the Positioning podcast and newsletter, sharing examples and answering the questions that come up when teams try the methods themselves.
Creditschronological, newest first
Books
Audio
- 2020Obviously Awesome audiobookAuthor and narrator
Quotes
I decided I wanted an Obviously Awesome do-over.April Dunford, Positioning with April Dunford
From the January 12, 2026 announcement of the updated edition: https://aprildunford.substack.com/p/announcement-obviously-awesome-the
Trivia
- April studied engineering before becoming an author.
- The title Obviously Awesome came from a conference talk April gave.
- April narrated the Obviously Awesome audiobook personally.
- Their summer 2026 break included kayaking, long runs on dirt roads, and reading.
Find April
Follow April’s newsletter and podcast for practical ideas about positioning.
Are you April Dunford?
Fans built this page. Claim it to connect with them and unlock Star boosts, or request a takedown if you’d rather it not exist.